新环境·新机遇·新挑战——融媒环境下影视原创力的驱动与制约因素初探
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摘要
在媒介融合新环境下,我国影视产业呈现出"百花齐放"的繁盛发展态势,"影视原创力"由此获得了新的发展机遇:一方面,融媒新环境激发创作者积极运用网络新技术更新创作思维,直接推动影视创作的革新速度,促成受众参与"跨媒介叙事","集体智慧"助力影视原创力发展,从整体上加速了影视类型创新。另一方面,媒介融合环境也对影视原创力形成了一定的制约,如影随形的"拟态环境"从源头上增加了原创力产生的难度,垄断媒介间的同质化竞争、新媒介环境下的新创作需求也对影视原创力形成了阻碍和制约。本文拟从媒介融合环境角度出发,对上述影视原创力所面临的驱动与制约两方面因素进行分析和思考,进而寻求原创力提升之策。
Under the new environment of media integration, China's film and television industry has shown a prosperous development trend of "Hundred Flowers Blossoming". The "film originality" has thus gained new development opportunities. The specific performance is as follows: the new environment of the media stimulates the creators to actively use the network, new technologies and updated creative thinking directly promote the speed of innovation in film and television creation; promote audience participation in "cross-media narratives", "collective wisdom" to help the development of film and television originality; accelerate the innovation of film and television types as a whole. On the other hand, the media fusion environment has also formed certain constraints on the originality of film and television: the "mimetic environment" of the shadow has increased the difficulty of originality from the source; the homogenization competition among monopolistic media, and the new media environment. The creative needs have also hindered and restricted the originality of film and television. This paper intends to analyze and think about the driving and restricting factors of the above-mentioned film and television originality from the perspective of media fusion environment, and then seek the strategy of originality improvement.
Under the new environment of media integration, China's film and television industry has shown a prosperous development trend of "Hundred Flowers Blossoming". The "film originality" has thus gained new development opportunities. The specific performance is as follows: the new environment of the media stimulates the creators to actively use the network, new technologies and updated creative thinking directly promote the speed of innovation in film and television creation; promote audience participation in "cross-media narratives", "collective wisdom" to help the development of film and television originality; accelerate the innovation of film and television types as a whole. On the other hand, the media fusion environment has also formed certain constraints on the originality of film and television: the "mimetic environment" of the shadow has increased the difficulty of originality from the source; the homogenization competition among monopolistic media, and the new media environment. The creative needs have also hindered and restricted the originality of film and television. This paper intends to analyze and think about the driving and restricting factors of the above-mentioned film and television originality from the perspective of media fusion environment, and then seek the strategy of originality improvement.
引文
(1)[加]马歇尔·麦克卢汉,何道宽译《理解媒介:论人的延伸》,译林出版社,2011年版,第74页。
(1)戴清《近年来媒介融合环境对电视剧网络剧制播营销的影响与反思》,载《中国电视》,2017年第5期。
(1)[加]马歇尔·麦克卢汉《理解媒介:论人的延伸》,何道宽译,译林出版社,2011年版,第112页。
(1)喻国明《互联网是一种高维媒介》,载《南方电视学刊》,2015年第1期。
(1)戴清《近年来媒介融合环境对电视剧网络剧制播营销的影响与反思》,载《中国电视》,2017年第5期。
(1)[加]马歇尔·麦克卢汉《理解媒介:论人的延伸》,何道宽译,译林出版社,2011年版,第112页。
(1)喻国明《互联网是一种高维媒介》,载《南方电视学刊》,2015年第1期。