Research On The Commercialized Tendency Of Documentary Creation Under The New Media Environment

With the popularization of Internet information technology and the growth of network users,documentaries are popular on the new media platform.Gradually,the advantages of new media platform and content production appear,its inclusiveness,innovation and its popularization,interactive and other characteristics of communication are guiding the development of documentary.In the new media environment,documentaries will pay more attention to their commodity attributes as well as humanistic attributes in all aspects of their creation,such as market research,topic selection planning,shooting and production,marketing,etc.Create more works with equal emphasis on human value and commercial value.The new media,which is characterized by individual expression and open tolerance,is more easily accepted and loved by the public,and has become a new position for the commercial development of documentary.The first part of this paper starts with the conditions created by the new media environment for the commercial development of documentary,and briefly analyzes the communication advantages of the new media platform and the new media content production mode.Low threshold and high interactive and participatory characteristics;user production model and professional production model provide abundant material source and quality assurance for documentary,and through relevant cases and graduation work creation process and experience,For the commercial development of documentary to point out the requirements of the environment,to find the direction of creation.The second part is the analysis of the commercial production of documentary.First of all,from the documentary creation of the market research links,enumerating cloud research and crowdfunding in the Internet environment in the application of common ways to investigate the needs of the audience,so that documentary film in the early stage of the market has a clear grasp.Secondly,according to the research results,the author classifies the topics of documentary films that are generally welcomed by the audience,analyzes the topics of documentaries on different subjects in combination with practical cases,and tries to grasp the needs of the audience in the first step of documentary creation and reflect the commercial thinking.In order to improve the accuracy of the documentary topics planning to fight well before the war.Third,from the documentary shooting production,combined with graduation works,from the picture quality,expression perspective,narrative mode,clip rhythm four aspects of commercial thinking through which the specific way of analysis.Finally,starting with the marketing of documentary works,combining with the successful case of documentary marketing,this paper summarizes the successful experience of documentary in three aspects: word of mouth marketing,cooperative marketing and developing derivatives,and provides methods and ideas for how to obtain greater benefits for documentaries.In the last part,in view of the problems that are easy to appear in the way of commercialization of documentary,the author puts forward three suggestions: to carry out multi-channel financing,to open the mode of commercial customization and to adhere to the three suggestions of the true reality.The causes and countermeasures of the problems in the actual shooting of graduation works are expounded.