摘要
作为脚本叙事与短视频的融合形态,微短剧开辟了全新的内容赛道和阅听方式,平台亦经由这种品类实现了新业务线的铺排和资本流转。在“又好又快”的内容期待之下,微短剧业对既有数字生产方式带来了叠加式的影响,即通过嫁接短视频效率化、弹性化的生产模式和数字剧集阶序化、项目制的生产方式来实现对内容片场的实践性改造,将剧集生产现场转变为“零工”式的片场。基于微短剧生产中编剧、导演和执行三类创意生产者的田野调研,研究在媒介实践和生产研究组合理论视阈下讨论了微短剧业对既有数字内容生产方式的继承与替代,从产制链、专业知识和职业阶序等层面对从业者反思进行阐释,提出这种生产继替实践背后数字内容业正在形成的零工专业生产模式(Gig-PGC)。“零工片场”并非将具有专业技术的个体用户整合于一处,而是试图以零工经济解构、改组和整合既有专业生产模式,使已嵌入其他数字内容生产阶序中的专业生产社群重新以零工状态参与生产。该模式虽有效洽商了短视频“低门槛”和长视频“职业化”的生产冲突,却在业务实操层面揭示出创意专业生产降格、职级迁转随意化等诸多问题,同时我们也不能否认该模式对底层创意工作者的就业提拉。微短剧业的生产继替从实践侧揭示了中国数字视听产业的内生性融合过程,但生产模式的继替与迭代也凸显出创意知识和职业规范在数字经济中的不稳定性,职业精神和效率文化的界线值得被再商榷。
As a fusion of scripted narratives and short videos,short dramas have opened up a whole new way of content track and audio-visual reading method,and platforms have also realised new business lines and capital flows through this category.At the same time,the short drama industry has brought about a superimposed impact on the existing digital production methods by grafting the short video production model and the existing production methods of digital drama series to transform the drama production site into a“gig-workers'set”.The study discusses the succession and substitution of the short drama industry to the established digital content production mode under the combinatorial theoretical framework of Media Practice and Media Production,and explains the workers'reflections on the levels of the production chain,professional knowledge and occupational order,and puts forward the formation of a Gig-worker Professional Generated Content(Gig-PGC)mode in the digital content industry behind the phenomenon of this succession of production.Instead of integrating individual users with professional skills in one place,the“gig sets”attempts to deconstruct,reorganise and integrate the existing professional production model with the gig economy,so that the professional production community,which has already been embedded in other digital content production sequences,can take part in the production with gig-worker status once again.This study reveals the endogenous integration process of China's digital audiovisual industry from the practical perspective,and highlights the precariousness of creative knowledge and professional norms in the digital economy.
出处
《南京社会科学》
CSSCI
北大核心
2024年第7期89-99,共11页
Nanjing Journal of Social Sciences
基金
中央高校基本科研业务费项目“媒介叙事:中国影视文化的叙事与传播”(S20230060)的阶段性成果。
关键词
微短剧业
生产继替
媒介实践
零工专业生产模式(Gig-PGC)
short drama industry
integration and substitution of production
media practice
gig-worker professional content production model(Gig-PGC)