平台语境、类型化生产与游牧青年： 中国网络剧工业美学的原则构想及运作机制

Platform Context， Genre-Based Production， and Nomadic Youth：An Analysis of the Principles and Mechanisms of Chinese Web Series Industry Aesthetics

中文关键词:  网络剧工业美学；平台语境；类型化生产；游牧青年；微短剧

英文关键词:web series industry aesthetics； platform context； genre-based production； nomadic youth； mini-series

中文摘要:

      随着数字技术与文化的飞速发展，中国网络剧在创作、生产、传播、分发等方面持续革新，并在我国数 字视听产业中占据着重要地位。面对这一数字化新浪潮，国内学界对网络剧领域的理论探索和学术研究仍然 不够充分。“电影工业美学”在技术、类型、生产、受众等方面的理论构建与系统论述，为中国网络剧工业美学的 构想提供了先导经验和发展空间。平台语境与算法中心制形成了网络剧工业美学的生成逻辑。作为网络剧 平台生产的关键运行机制，算法中心制确保了其工业美学生产的标准化与规范化；类型化生产原则构成了网 络剧工业美学的内容核心，类型杂糅与网络剧场策略是网络剧工业美学生产的主要体现；对游牧青年群体的 自觉关注是网络剧工业美学在受众接受维度的重要考量。通过青年文化的审美呈现和基于趣缘的圈层传播 策略，可以满足青年群体个性化的审美需求，推动创新生产，并有效激发“长尾效应”。

英文摘要:

      In recent years， with the rapid development of digital technology and culture， Chinese web series have seen continuous innovation in creation， production， dissemination， and distribution， occupying an important position in China’s digital audio-visual industry. However， in the face of this new wave of digitization， theoretical exploration and academic research in the field of web series in China are still not sufficient. The theoretical construction and systematic discussion of “film industry aesthetics” in aspects such as technology， genre， production， and audience have provided pioneering experience and development space for the conceptualization of Chinese web series industry aesthetics. The platform context and algorithm-centered system constitute the generative logic of web series industry aesthetics. As a key operational mechanism for web series platform production， the “algorithm-centered system” ensures the standardization and normalization of its industrial aesthetic production； the principle of genre-based production constitutes the content core of web series industry aesthetics， and genre blending and online theater strategies are the main manifestations of web series industry aesthetics production； conscious attention to the nomadic youth group is a key consideration in the audience acceptance dimension of web series industry aesthetics. Through the aesthetic presentation of youth culture and interest-based community dissemination strategies， web series can meet the personalized aesthetic needs of the youth group， promote innovative production， and effectively stimulate the “long tail effect. ”