主旋律影视出圈意义、传播困境与创新传播  

The Significance,Communication Dilemma,and Innovative Communication of the Main Melody Film and Television Circles

作　　者：张静 程洁 ZHANG Jing;CHENG Jie(School of Journalism and Cultural Communication,Zhongnan University of Economics and Law,Wuhan,Hubei 430073,China)

机构地区：[1]中南财经政法大学新闻与文化传播学院,湖北武汉430073

出　　处：《吉林师范大学学报（人文社会科学版）》2023年第4期102-111,共10页Journal Of Jilin Normal University:Humanities & Social Science Edition

基　　金：国家社会科学特别委托重大项目(22@ZH031);教育部重大攻关项目(22JZDW09);国家社会科学教育学规划重点项目(22@ACAW09)。

摘　　要：作为主流价值观和主流意识形态的载体之一,主旋律影视的价值传递更为潜移默化,也更容易被人们所接受。研究主旋律影视出圈的传播策略,有助于推动不同圈层对主旋律影视的了解和接纳,从而充分开发其文化价值和经济价值。当前,主旋律影视在内容和传播策略上仍存在题材挖掘深度与广度不够、传播策略同质化、传播效果欠佳等问题,尚有改善空间。对此,可以通过丰富题材形式、创新话语表达、多元主体合作来打造优质内容;吸纳优秀传播人才、整合媒介渠道、抓住重要时间节点来优化传播策略;同时进一步完善相关影视市场配套生产机制,构建良性循环,实现主旋律影视可持续发展。As one of the carriers of mainstream values and ideology,the value transmission of the main theme film and television is more subtle and easily accepted by people.Studying the dissemination strategies of the main theme film and television industry can help promote different circles’understanding and acceptance of the main theme film and television,thus fully developing its cultural and economic value.At present,there are still problems with the lack of depth and breadth of theme exploration,homogenization of communication strategies,and minimal communication effects in the content and communication strate‐gies of the main theme film and television,and there is still room for improvement.We can create highquality content by enriching subject matter forms,innovating discourse expression,and collaborating with multiple subjects.Absorb excellent communication talents,integrate media channels,and seize important time points to optimize communication strategies.At the same time,further improve the supporting produc‐tion mechanism of the relevant film and television market,build a virtuous cycle,and achieve the sustain‐able development of the main theme film and television.

关 键 词：主旋律影视 出圈 传播策 

分 类 号：G206[文化科学—传播学]