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宫斗剧虽然有一定的收视率,但作为一种消费性的类型剧,在品牌建立和品牌延伸上都存在缺陷。本文从品牌建立、品牌延伸和品牌文化三个层面展开反思。在品牌建立上过度迎合受众,没有确立与受众平等交流的品牌理念;虽然在同类延伸的基础上展开了同域延伸,但在跨域延伸方面无能为力;更重要的是,宫斗剧品牌文化中的女性话语是一种消费主义话语,在跨文化传播语境下无法成为具有海外市场竞争力的中国电视剧品牌。
Although the palace drama has a certain ratings, but as a consumer type of drama, brand building and brand extension are flawed. This article starts from three aspects: brand building, brand extension and brand culture. In the establishment of the brand over-cater to the audience, there is no established brand concept of equal communication with the audience; although extended in the same domain based on the extension of the same domain, but in the cross-domain extension can not do anything; more importantly, Female discourse is a kind of consumerism discourse that can not become a Chinese TV drama brand with overseas market competitiveness under the context of intercultural communication.