摘要
在当今消费文化语境中,贺岁片已然成为一种重要的文化现象。贺岁片的成功有方方面面的原因,其中,影像因素是贺岁片成功的最重要的原因。同时,贺岁片在中国大陆经历了一个本土化的过程,主要呈现为两种类型的矛盾:贺岁片的既定价值定位和消费文化中多元价值观的矛盾,贺岁片生成的综合能力的提高与实际质量的匮乏。这引发了我们的思考:是否应该取消"贺岁片"这一概念?在贺岁片品牌价值的厘定中,如何构建精英文化和大众文化的互动平台,寻找两种文化的契合点。
In today＇s context of consumer culture, new year films have become an important cultural phenomenon. One of the most im- portant reasons for new year filing success is the image. At the same time, new year films have undergone a localization in Chinese main- land where two types of contradiction increasingly come out. First there is a contradiction between the established value of surreal positio- ning and the diverse values in consumer culture. The second one is that the generated comprehensive capabilities of new year films are in contradiction with the deprivation of film~ actual quality. The two contradictions lead us make a contemplation about the following ques- tions： whether we should abolish the concept of ＂new year films＂, how to build and interactive platform between elite culture and mass culture to find the meeting point of two cultures in the process of determining the films＇brand value.
出处
《四川教育学院学报》
2010年第6期90-92,共3页
Journal of Sichuan College of Education
基金
2009年山东省高等学校人文社会科学研究项目"消费文化
传媒文化与当代文艺生产消费的新变"(课题编号:J09WC07)成果
2009年度山东省艺术科学重点课题"传媒对文艺生态与文艺教育的影响及对策"(课题编号:2009030)成果
关键词
消费文化
国产贺岁片
悖谬
未来走向
consumer culture
domestic new year films
contradictions
future trends
