| When the profound changes in the current media ecology take place,the trend of social culture’s media,marketization and literature and art industrialization is irreversible.The expansion of network media and digital technology have completely changed the traditional literature and art ecology.Although the network constructs a virtual space,it reshapes the relationship between media and people or between people and society with its comprehensive and interactive characteristics across time and space,and it also reshapes the whole social and cultural form and our communication logic.When media innovation radiates to the field of drama,the drama with more than 100 years history is experiencing an unprecedented change in communication,or in other words,the digital technology is pushing drama to a new stage.This pushing process creates a historical developing chance as well as arouses many problems for drama.This paper attempts to combine drama art with communication theory to explains the current situation and problems of drama industry in the string of creation production to acceptance consumption from the perspective of macro communication theory.This paper also discusses how drama communication models should be updated,how theatre stage should be transformed with the help of new media and how a new communication path should be opened up to integrate into cultural market and to expand audience scale,so as for drama communication string to be fully developed in the new drama communication circumstances.The thesis contains six chapters.First of all,it briefly introduces the research reason and significance of this topic,and summarizes the framework of this paper.Secondly,this paper studies the communication flow of domestic drama for more than 100 years from two aspects of morphological change and media change.From the original paper-based media of textual communication to the media-based live communication of theater stage,Chinese drama experienced a short-term video and screen media change.The rise of digital media interactive communication in the past decade urged a new ecological change in the innovation of the communication form of drama.In the third chapter,after referring to the big data of the national drama performance market and the performance data of representative troupes,the current situation of the national drama market and the dilemma of industrial communication development are analyzed.With the transformation of state-owned art troupes into enterprises and the transformation of Chinese drama from value communication to industrial communication,there are some problems in the drama market such as the imbalance between the eastern part and the western part,the instability of consumer groups and the incomplete industrial chain.Among them,the rupture of the communication chain of drama industrialization is caused by the weakening content production,the insufficient expansion of media and the loss of a large number of audiences.For the above problems mentioned in the first three chapters,the fourth,fifth,and sixth chapters put forward countermeasures and suggestions from three angles:the construction of digital media and whole media communication pattern,the generation of the whole industrial chain communication pattern,and the cultivation of drama audience groups in the pattern of "re-clustering".In the fourth chapter,by referring to the views of McLuhan and Peters,this paper clarifies the limitation of cross-media communication of drama,and proposes three paths for drama to spread in whole media:(1)The deep integration of theater stage and digital media technology.(2)The paid communication and free resource sharing of"Cloud Theatre".(3)The interaction of whole media fusion communication among theater,film and network.The purpose is to integrate the incomplete characteristics of various media for fusion communication and to broaden the cross-media communication circle.By relying on the advantages of digital network to repair the transmission chain,following the trend of media convergence,expanding the media channels to realize elite art transformed to popular art.In the fifth chapter,from the perspective of cultural industry,the formation of the whole industry chain communication pattern is proposed.At present,the rapid rise of China’s cultural industry has promoted art production from planned economy to market economy.The drama industry has initially formed an industrial structure of "the three-level construction of dual subject".In fact,the industrial chain and communication chain are the same chain.By combining with the specific reality of China’s stage performance industrialization and the practical guiding experience of Europe and the United States,this chapter puts forward the construction concept of "drama whole industry chain communication" to conduct cross-industry cooperation on a large scale from creation to dissemination,to maximize public participation in drama content creation,media channels,and audience feedback.This chapter discusses this concept from three communication links:(1)the information production link is to promote the"professional+ non-professional" joint creation model and expand the type of creation with its essence to update and upgrade the creative logic,explore more socially functional drama genres,and expand the future field of drama dissemination;(2)the cross-border cooperation in the communication link is to create a complementary model of "state-owned enterprises+private" with two types of production entities and the integration model of "theatre+cinema" related industries;(3)the business link is to open up social enterprise and personal funding channels,effectively reducing ticket prices,and promoting the overall popularization and comprehensive transformation of drama.The whole industry chain communication not only refers to the renewal of the media,but also forms a comprehensive communication effect by the combination of various links of the industrial chain and media innovation and communication.Following the trend of media convergence,enriching and innovating their own production,communication,and consumption mode to improving the communication effect,the industrialization of Chinese drama communication process can be promoted.The sixth chapter is to discuss the cultivation of audience groups and to put forward the audience training strategy of"re-clustering" based on McLuhan’s"re-tribalism".At present,the media has entered the era of competing for the audience’s attention.The flood of media information forces the audience to reduce the attention and the absolute duration on certain types of information.Therefore,it is a long-term work to cultivate and develop new audience groups.The activity scope and behavior characteristics of potential audience can be divided into three categories:Campus audience,urban community audience and indirect audience.According to the type of audience,different training methods can be adopted to rely on the influence of the community to achieve "re-clustering".By connecting the "mass" and "elite" groups and taking a huge audience as the foundation,there exists the industrialization development of the drama stage.The construction of the drama whole media communication and the whole industry chain communication pattern is a systematic project and is still facing many challenges.Of course,the further development and improvement of theater stage performance industry in the future will require a long-term mutual running in and adjustment process of the whole industrial chain of editing,production,communication and consumption and various fields of society.On the whole,stage performance is not an industry that relies on box office to "get rich",but it is an industry that can create spiritual "affluence"for society and nation. |
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