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商业定制微电影的主题往往紧贴社会公益事业,具有浓重的国家意识形态气息。中国当代国家意识形态本质是党性和人民性的统一。网络视频生产的UGC模式使商业定制微电影投资者的主体地位得以集中彰显。借助与文化工业联姻,意识形态由强行推销转而为灵活渗透,文化工业开始扮演“意识形态国家机器”的角色。
The theme of commercial custom micro-film is often close to social welfare undertakings, with a strong national ideological atmosphere. The essence of the ideology of the contemporary Chinese nation is the unification of the party spirit and the people character. UGC mode of online video production makes the dominant position of commercial custom micro film investors can be highlighted. With the marriage of culture and industry, the ideology is transformed from forcible marketing to flexible infiltration, and the cultural industry begins to play the role of “an ideological state machine.”