商务传媒学院知识库

目前，互联网技术日渐成熟，媒介融合力度不断加强，信息技术发展呈现良好态势。基于信息技术的传播媒介所衍生的新终端和新设备层出不穷，为公众提供了更加多样化的信息获取渠道，这为电视剧带来了重要的传播契机。在国家政策和行业市场的双重引导下，我国现实题材剧近几年保持抬头趋势。通过文献梳理发现，现实题材电视剧尽管在叙述的主题和创作的方式上引起了众多学者的关注，但以单个电视剧集为内容案例，对其成功传播的原因进行深入分析的文章并不多见，也鲜有人将某部现实题材电视剧作为一种类型电视剧成功传播的案例来进行总结和整理。

为了能够更集中和深入地探讨我国现实题材电视剧应如何借助媒介技术进行有效传播，本文从传播学的研究视角入手，使用“5W”传播模式作为理论框架，以现实题材电视剧《人世间》为研究对象，采用问卷调查法和个案分析法，从传播者、传播内容、传播渠道、传播受众以及传播效果这五个层面来探究媒介融合背景下现实题材电视剧《人世间》的传播过程中，在借助不同传播要素的特征分析及电视剧网络传播影响分析后，进而制定出了“明星效应”激活关系传播、多主体参与打造时代质感、碎片化场景中的“参与式互动”等有针对性的传播策略，为今后相同题材影视作品的网络传播提供成功经验。

At present, Internet technology is becoming increasingly mature, media integration is strengthening, and the development of information technology is showing a good trend. New terminals and devices derived from information technology-based communication media are emerging, providing the public with more diversified information access channels, which brings important communication opportunities for TV dramas. Under the guidance of both national policies and the industry market, China's reality dramas have maintained a rising trend in recent years. Through literature combing, we found that although reality TV dramas have attracted the attention of many scholars in terms of narrative themes and creation methods, there are not many articles that use individual TV episodes as content cases and conduct in-depth analysis of the reasons for their successful dissemination, and few people summarize and organize a certain reality TV drama as a case of successful dissemination of a type of TV drama.

In order to explore how China's reality TV dramas should be effectively disseminated through media technology in a more focused and in-depth manner, this paper uses the "5W" communication model as the theoretical framework from the perspective of communication studies, and takes the reality TV drama "The World " as the research object. After analyzing the characteristics of different communication elements and the impact of TV network communication, we formulated the "star effect" to activate the relationship communication, multi-subject participation and the "5W" communication model. In the dissemination process of the TV series"The World", we analyzed the characteristics of different communication elements and the impact of TV series online communication, and then formulated targeted communication strategies such as "star effect" to activate relationship communication, multi-subject participation, and "participatory interaction" in fragmented scenes, which provide successful experience for future online communication of the same theme.