"Low Score And High Box Office" Movies And Interesting Consumption From The Perspective Of Cultural Diamond

In recent years,China’s film industry has developed rapidly,and suppressed film production capacity has been continuously released.However,the frequent appearance of "low scores and high box office" films is worthy of attention.The research question of this article is behind these movies,what are the differences in consumer taste among movie-watching groups? How is this difference in interest presented and formed? On this basis,further explore what is the mechanism that affects the viewer’s interesting consumption behavior?From the perspective of cultural diamonds and theory of distinction,taking the youth movie-watching group as the research object,using qualitative interviews and online field surveys,we first examine the consumers in the cultural diamond,focusing on the consumption tastes of young.And find that Douban movies as a reference for external movie ratings,the viewers rated by Douban are not consistent with those who consume the movie.Therefore,the ratings of Douban movies do not truly represent the consumer taste of all moviegoers.The reason why those movies get low ratings on Douban but high box office in the market is because the consumption taste of Douban rating groups is different from that of ordinary movie viewers.That is,the movie ratings refer to the user interest of the platform and the actual consumer groups.There is a distinction between taste.The formation of this division is influenced by the consumption habits and practice methods of the movie-watching group,and ultimately points to the difference in the group’s cultural capital.Many films may not get high ratings from a professional artistic point of view,but the appreciation threshold happens to be suitable for most people,so the high box office depends to a large extent on the general audience.Those movies with a box office of more than 100 million can not do without the support of ordinary moviegoers.They are the main source of these movies’ box office.After explaining clearly that the “low score” movies reflect the difference in consumer taste and its causes,writer based on the distributors,producers,and cultural objects in the cultural diamond,the influencing mechanism of the consumer behavior of the viewers is investigated: Information Logic,Trust Logic and Emotional Logic,further analyze how the three logics affect the consumer behavior of movie-going groups.Research finding that the information logic led by the distributor plays a fundamental role in explaining the phenomenon of "low score and high box office".The Internet has a group of online film critics or film bloggers who provide people with movie information.As information intermediaries,these people play the role of information distribution of consumer opinion leaders,and can filter and screen information before the public consumes movies.Distribute movie content information and evaluation information to the public.After the public obtains information about the basic content of the film,they will stimulate their interest in watching movies and want to know more about the film producer.Then is the trust logic.Producers mainly use three methods to build public trust: Prestige,Impression Management and Identification.The prestige of producers will affect the public’s trust in their film works.Some producers use social platforms to manage their impressions,create and maintain their own labels and personal settings,and the public will identify with their images based on their own experiences.Finally,as a cultural object,movies often carry special emotions.Emotions affect people’s various behaviors,including consumer behavior.When cultural objects are symbolized as consumer objects,people are more inclined to consume the symbolic value carried by the cultural object of film.Therefore,the motive force of the consumption of the viewing group comes from the symbolic value condensed in the film.