系列叙述理论视域下网络剧播出模式研究  

The Broadcast Mode of Network Dramas from the Perspective of Serial Narratives

作　　者：尤达[1] YOU Da(School of Communication,Nanjing University of the Arts,Nanjing 210013,China)

机构地区：[1]南京艺术学院传媒学院,江苏南京210013

出　　处：《编辑之友》2022年第6期72-80,共9页Editorial Friend

基　　金：国家社会科学基金项目“‘一带一路’背景下中国网络剧的海外传播力提升策略研究”(20BXW031)。

摘　　要：当下,中国网络剧的播出模式呈多元化发展态势,且在可预见的未来,视频网站仍将不断升级服务,让其变得更加复杂。从系列叙述理论观察,播出模式本是为提升传播效果而设定的一种叙事策略,强调的是从内容端向受众端的渗透。中国网络剧从电视剧播出模式中获取灵感,却打破常规,在一部作品的播出过程中根据用户的权限采用不同的模式。这是传播者利用受众的时间焦虑感刻意控制的结果,与系列叙述理论的内在本质背道而驰,实则是“内卷化”的一种体现。因此,这所谓的创新之举,遮蔽了问题的复杂性,需要在坚持内容为王的前提下从内外两个方面寻找解决之道。At present,the broadcast mode of Chinese network drama shows a trend of diversification,and in the foreseeable future,video websites will continue to upgrade their services,making them more complex.From the observation of serial narratives,broadcast mode is originally a narrative strategy set to improve the communication effect,emphasizing the penetration from the content end to the audience end.However,Chinese network dramas take inspiration from the broadcast mode of TV series,but break the convention and adopt different modes according to users’permissions in the broadcast process of a drama.This is the result of the communicator’s deliberate controls by taking advantage of the audience’s sense of time anxiety,which runs counter to the intrinsic nature of serial narratives and is actually a manifestation of"internalization".Therefore,this so-called innovation hides the complexity of the problem,which needs to find solutions from both inside and outside under the premise that content is king.

关 键 词：网络剧 播出模式 系列叙述 内容为王 

分 类 号：G206[文化科学—传播学]