A Study On The Commercialization Of Children's Drama Since The 21st Century

The commercialization of children's dramas,as a new trend of children's dramas birthed by the influence of the current market economy and consumer culture,has already played a great influence on the trend of creation,performance,aesthetics and consumption of children's dramas.Commercialization logic And the market-oriented operation has brought about significant changes in the children's drama industry.At present,the existing research on children's drama is mainly concentrated in the field of pedagogy,and related research on drama in education from the perspective of "instrumentalism".From the perspective of commercialization,few people have stepped in.The innovation of this article is mainly based on Walter Benjamin's theory of artistic production,this thesis analyzes the reasons for the appearance of commercialization of children's dramas;dialectically analyzes the specific status and expression of children's dramas in the context of commercialization and attempts to explore the long-neglected commercial value in aesthetic activities and further put forward the author's thinking about the commercial development of children's dramas,Finally,on the basis of discussing application ideas,provide specific improvement strategies.This article mainly conducts research from the following parts:In the introduction part,the author sort out the research achievements in the field of children's dramas,and define the relevant concepts of children's dramas and commercialization,and clarifies the research scope of this thesis,and point out the research theory,Ideas,methods and meaning of this thesis.The first chapter is mainly to analyze the causes of the commercialization of children's dramas.There are external and internal factors.The external factors include the formation of the literary market,the rise of cultural consumption and service economy since the 21 st century and the development of technology.The internal factors show the commercial,entertaining,and educational nature of children's dramas makes children's dramas produce unique manifestation that are different from other commercial dramas during the commercialization of dramas.The second chapter mainly focuses on the current situation of the commercialization of children's dramas.It first clearly locates the target market of children's dramas;then it summarizes the typical business models of children's dramas in the current market;Finally,the status and trends of commercialization of children's dramas are presented and analyzed in the form of tables combined with data.The third chapter attempts to explore the manifestation of commercialization of children's dramas from shallow to deep,from the surface to the inside,and on the basis of the commercialization statusoutlined in Chapter 2,it further extends to the analysis of the specific form of commercialization of children's dramas.It is also a key point in the whole thesis,which is written mainly from the three aspects:Performance troupe,performance theater,performance repertoire.The fourth chapter is the author's thinking about the commercialization of children's dramas.After in-depth analysis of the difficulties by the commercialization of children's dramas,author emphasizes the opportunities for the development of children's dramas in the future and how to maintain health develop environment under the trend of further deepening commercialization,which is mainly from there aspects: adhering to the child-oriented,the detailed marketing strategy based on the 4C theory and how to expand the audiences.In general,we need to pay attention to the commodity attributes of children's dramas,and use corresponding technology,management and business strategies to transform the aesthetic value of dramas into corresponding market values,but at the same time,we should also be careful about market-based theory and make sure that the value of market lies in establishing channels,and the market should serve the art standard of children's drama,and to promote the healthy development of the entire children's drama industry.