From TV Drama to Web Drama
Title:From TV Drama to Web Drama: Changes in the way of Production and Consumption and Emergence of New Subject(从电视剧到网络剧：生产/消费方式的变化和新主体的诞生)
PhD 2015 Dissertation
The main subject of this study is as regard to TV drama, Web Drama and new audience related to the recent trends in China. The mainstream media, from TV to Web Drama, has changed strikingly regarding their way of production and consumption under the influence of market mechanism since 1990.
First of all, I examined the system and policy of TV and Web Drama field and it would help us to understand the specific mechanism of contemporary popular culture. We could find out the core of the mechanics, which are divided into three major components, namely capital, government and audience. Based on the interaction of these components, the mechanics performs its functions.
Second, I’ve contemplated the contents of various dramas and their derivative works, it also could facilitate us to understand Structure of Feelings of contemporary Chinese society. This is because the representation of and reflection to drama are overall consequences of social system, forms of knowledge, media technology changes, ways of daily life and political ideology.
Lastly, I’ve thoroughly examined the new audience who has emerged as a result of intensified market system, especially the way of forming subjectivity of people. Additionally, I’ve looked into those who have engaged in expressing themselves freely in the network space, creating and consuming popular culture, in spite of conflict between unrestrained expression in the grass-roots media and governmental control.
This study has three significant features. The one thing is that it focuses on the mass culture by means of TV and internet on the basis of perspective of Cultural Studies, and then throws light on the marginal culture and subculture which are excluded from mainstream culture, and cultural experiences and identities. Furthermore, it emphasizes on the way of producing meanings and values of culture which is made by the mass. The next thing is that this thesis points out that it is important to make an analysis with regards to the mechanism differentiates from system due to invisible relations and functions, which could make it much easier to understand the effect and interaction of the government and market. So, it would make our understanding much easier to put on the economics, politics and sociology. Finally, I’ve redefined the emerged audience as one of the most important parts in production and consumption of drama mechanism. There is a significant meaning in the research of new audience on account that they have participated, produced and consumed mainstream cultures as to TV drama and Web Drama in a society although they are not in the main position of a society. So, when it comes to research of popular culture, this is quite meaningful.
1. Research purpose and questions
2. Research method of cultural studies
3. Literature review
4. Research background and previous history: marketing process of drama production
Chapter1. Institution of drama production
1. Producer system
2. Audience shares
3. The change of Drama Award system
Chapter2. Change in media and a new phase of drama production
1. From old media to new media
2. The emergence of internet drama
3. The operation models of video platform
Chapter3. New audience appearing in the new media environment
1. The background of new media audience appearing
2. Kanzhong(看众) as participant(s) and producer(s) of activity
Chapter4. Representation of drama and reality
1. Change in “Mainstream Drama”: 'Revolutionary dramas' and ‘Military Dramas’
2. Modern urban life drama: From Loquacious Zhang Damin's Happy Life to Dwelling Narrowness
Chapter5. From TV drama to internet drama
1. Various types of 'Time Slip' dramas
2. Drama and subculture
3. Internet drama and new audience