从信息域到话题域:话语视角下电影营销的动力转型研究  

From"Information Domain"to"Discourse Domain":The Transformation of Film Marketing from a Discourse Perspective

作　　者：范晓光 FAN Xiao-guang(School of Broadcasting and Hosting Arts,Zhejiang University of Media and Communication,Hangzhou 310000,China)

机构地区：[1]浙江传媒学院播音主持艺术学院,浙江杭州310000

出　　处：《编辑之友》2025年第2期72-78,共7页Editorial Friend

基　　金：浙江省哲学社会科学规划课题重点项目“短视频语境下老年身份建构与社会融入的互动机制研究”(25NDJC020Z)。

摘　　要：新媒体时代,电影营销成为显学并呈现出新的态势。在此背景下,文章以话语视角为理论进路,对电影营销的动力机制进行分析,试图洞悉营销转型的作用机理。文章认为,信息域营销实践中的话语策略是将文本“肢解”以便从不同角度加以描述和传播,但未能激起受众的自发言谈。而话题域下的营销,则偏好为受众生产不同的言谈位置,建构观影身份,并通过宰治性话语把控批评场域。营销策略最终通过言说位置—身份话语—批评主体这一动力链条的运作实施。文章从话语维度窥探并解释电影营销的作用机制,旨在为电影营销的实践与转型提供策略与参考。In the new media era,film marketing has become a new trend.In this context,this study uses discourse as the theoretical perspective,analyzes the power mechanism of film marketing,and tries to understand the mechanism of marketing transformation.This article holds that the discourse strategy of practice in the information domain marketing is to describe and spread the text from different perspectives,which fails to arouse the audience's self-expression.The marketing in the context of discourse domain prefers to produce different speech for the audience,construct the identity of movie viewing,and control the criticism field through the dominant discourse.The operation of the marketing strategy was finally implemented through the operation of the power chain of speaking position-identity discoursecriticism subject.This article probes into and interprets the mechanism of film marketing from the discourse dimension,and aims to provide strategies and references for the practice and transformation of flm marketing.

关 键 词：信息域 话题域 电影营销 营销策略 电影营销转型 

分 类 号：J943[艺术—电影电视艺术]