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随着互联网络的快速发展和传播媒介的多样性不断丰富,电影的营销手段及宣传方式和渠道不断增加的同时,网络口碑评价对电影票房号召力的影响性不断突显出来。在2012年以前受众对于电影的选择和认知大多还是基于以著名导演和演员为票房保证的刻板印象,对于电影的评价还大多依赖于专业人士给出的意见导向为主,而如今在“互联网+”和自媒体并行的时代,一部电影的命运可以说是掌握在受众的手中,每一个受众通过网络平台所传达的感受与评价都展现出了一个自由的评论者和监督者的重要身份。针对电影的质量好坏和卖座与否,每一个受众都拥有自由的发言权和畅通的反馈渠道与平台,这种受众的自主意识的转变,使得网络口碑评价的影响力不断扩大,成为了影响电影票房号召的重要因素。
With the rapid development of the Internet and the continuous diversification of the media, the influence of online word-of-mouth reviews on the movie box office appeal has been constantly highlighted while the movie marketing methods and the propaganda methods and channels are constantly increasing. Before 2012, most of the audiences’ choices and perceptions about the movie were based on the stereotyped promises of box office prominence by famous directors and performers. The evaluation of the movie mostly relied on the opinions given by professionals. Nowadays, Internet + "And from the era of media parallel, the fate of a movie can be said to be in the hands of the audience, each audience through the network platform to convey the feelings and comments have shown a free commentator and supervisor Important status. In view of the quality of the movie and whether the blockbuster or not, each audience has a free voice and smooth feedback channels and platforms, this change in the audience’s sense of independence, making the network reputation evaluation continues to expand influence has become an influence Film box office call of the important factors.