| Abstract:Internet video industry contributed to the rapid development of the competitive relationship between video website, video website want to look like a need to overcome the plight due to high cost of copyright and as soon as possible to get rid of the plight of content homogeneity. Video site in the search for content differentiation, brand development road explore out the development direction of the content of homemade, network is homemade play in such an opportunity arises at the historic moment. From tudou was born in2009in our country the first network homemade drama, short five years, the major video sites are actively involved in the content of homemade team, have set up production team, with their own homemade drama, some mainstream video website, such as love art, tudou, youku, sohu video, networks and so on, also has established the homemade channels, network homemade play to realize the development process from quantitative change to qualitative change, and in2014in the first year development, the network homemade drama present a "blowout" in terms of the development trend. At the same time, the network of homemade drama has become the most influential user-generated content, occupy the lion’s share of the network.Network homemade drama has entered the stage of rapid development, but the academic research of the home-made drama of the network in our country is still in its infancy, in one of the few research results, most tend to network homemade whole macro research, in the process of the propagation of the propagation characteristics of the micro, little research. The author want to through this paper fill the blank of the academic and, from the perspective of classical theory "5W mode", to Internet hit drama "’Never Imagined" as the study case, the spread of homemade drama on the subject, content, channels, audience and effect characteristic analysis, combining theory, case and the empirical investigation, both qualitative and quantitative research methods in parallel, we should try to be reasonable, there are cases have certificate.This article consists of four chapters, the first chapter is the introduction part, the author combed article are summarized the research background, research significance, research status, theoretical basis, research contents, research methods and innovation points. The second chapter is the development situation of network homemade drama research, the author respectively from the concept, development, motivation, and development situation of network homemade play a comprehensive description is made of the development. The third chapter is the propagation characteristics of network homemade drama, is the research emphasis of this article, the author to Internet hit drama "Never Imagined" as the study case, from the "5W mode", the five factors of detailed analysis of the network of homemade play in shows the characteristics of the transmission process. At the same time, the audience and the communication effect of study, the author combined with the questionnaire of the measured results, the basic characteristics of the audience information, audience viewing behavior characteristics, audience viewing audience analysis of psychological characteristics, the communication effect of cognitive level, psychological and emotional level, action level effect analysis. The fourth chapter is the spread of network homemade drama plight and countermeasures research, is the foothold of this paper, the author based on the research of the network transmission characteristics of homemade play, further analysis of the network problems of homemade drama in the communication process, find the problems to be solved, and puts forward the feasible solution. |
