中国观众观影行为“新变”四论  

Four Discussions on the“New Changes”in Chinese Audiences’Movie-Viewing Behaviors

作　　者：李建强 LI Jianqiang

机构地区：[1]中国电影评论学会 [2]上海交通大学媒体与传播学院,上海200240

出　　处：《上海师范大学学报（哲学社会科学版）》2023年第5期76-85,共10页Journal of Shanghai Normal University(Philosophy & Social Sciences Edition)

摘　　要：近年来中国观众观影行为的变化可以归纳为:更加关注电影话题性;更加喜欢国产片;更加青睐科幻大片;更加看重电影的口碑和品牌。这些变化的背后,每一个都包孕深刻的社会、历史内容,是世界大势、中国特色、产业格局、市场发展综合作用的结果。“新变”只是一种相对的考量,它和历史行为传承无法完全分割,又为未来走向提供对应坐标,实际处在一个中间的位置上、一个持续变量的行程中。这也就意味着对观众观影行为的观测和研究是没有止境的。The changes in Chinese audiences’movie-viewing behaviors in recent years can be summarized as follows:pay⁃ing more attention to the themes of movies;enjoying domestic movies more;favoring science fiction blockbusters movies;and valuing the public reputation and branding of movies more.Behind each of these changes,there are profound social and historical contents,and they are the results of the integrated effects of the world trend,Chinese characteristics,industrial landscape and market development.The“new change”is only a relative consideration,which cannot be completely separated from the historical behavioral inheritance,and provides the corresponding coordinates for the future direction,and is actually a continuous variable.This also means that there is no end to the observation and study of audience viewing behavior.

关 键 词：观众 观影行为 话题性 科幻大片 口碑 品牌 

分 类 号：J905[艺术—电影电视艺术]