网络剧广告受众的弹幕互动行为研究  

Research on the Interactive Behavior of the Audience of Internet Drama Advertising through Barrage

作　　者：张玉 汤佳佳 Zhang Yu;Tang Jiajia

机构地区：[1]同济大学艺术与传媒学院

出　　处：《媒介批评》2021年第2期152-162,共11页Media Criticism

摘　　要：文章阐述了网络剧广告的特征与营销意义,并以青年亚文化理论为研究视角,结合网络新媒体的传播特征与文化特性,系统分析了网络剧广告受众的弹幕互动行为的产生、互动模式与弹幕文本内容,研究受众对于网络剧广告的多元解读与互动传播。研究认为,受众对于网络剧广告的解读与互动具有更多的积极意义,其弹幕互动行为对于网络剧广告具有传播和营销两方面的价值,为广告的互动与营销开创了新领域。We expound the characteristics and marketing of internet drama advertising,systematically analyze the production,interactive model and text content of interactive behavior through barrage of the audience of internet drama advertising from the angle of youth subculture theory and combine with the spreading and cultural characteristics of network new media,study the audience s multiple interpretation and interactive communication of internet drama advertising in this paper.According to the research,the audience s interpretation and interaction of internet drama advertising have more positive significance,and the interactive behavior through barrage has both communication and marketing value for internet drama advertising,which creates a new field for the interaction and marketing of advertising.

关 键 词：网络剧广告 青年亚文化理论 弹幕 互动行为 

分 类 号：F713.8[经济管理—广告] G206[经济管理—产业经济]