网生纪录片创新表达的传播策略分析——基于哔哩哔哩APP的实证研究
Analysis of Communication Strategies for Innovative Expression of Online Documentary —An Empirical Study Based on the Bilibili APP

纪录片是对真人真事的影像记录，以引发人们思考的电影或电视艺术形式。作为快速发展中的互联网的产物，网生新派纪录片这一概念由B站提出，体现出B站对纪录片内容创作的创新想法。打破了传统纪录片制播方式，以年轻化、网感化的表达吸引着网生一代受众。网生纪录片逐渐构建出以文化为代码、纪录片为载体、网络为渠道的传播路径，拉近了受众与传统文化的审美距离。本文聚焦B站网生纪录片的创新表达，综合运用深度访谈法和内容分析法，结合访谈内容对于网生纪录片的现状与发展前景进行分析，从获取信息、社交互动、审美培养等方面指导创新表达的传播策略，发掘出其目前陷入的创新发展困境。最后，本文就未来哔哩哔哩网生纪录片进行长远发展提出改进意见的理论借鉴。
A documentary is a film or television art form that records real people and events to stimulate people’s thinking. As a product of the rapid development of the Internet, the concept of webcast new style documentary was proposed by Bilibili, which reflects the innovative ideas of Bilibili on documentary content creation. Breaking the traditional way of documentary production and broadcasting, it attracts the younger generation of online audiences with youthful and internet inspired expressions. Online documentaries have gradually constructed a dissemination path that uses culture as the code, documentaries as the carrier, and the internet as the channel, narrowing the aesthetic distance between audiences and traditional culture. This article focuses on the innovative expression of Bilibili’s online documentary, using in-depth interview and content analysis methods to analyze the current situation and development prospects of online documentaries based on interview content. It guides the dissemination strategies of innovative expression from the aspects of information acquisition, social interaction, aesthetic cultivation, etc., and explores the current dilemma of innovative development. Finally, this article provides theoretical references for improving the long-term development of the Bilibili online documentary in the future.