非遗题材电影观影者感知与传播研究——基于在线评论数据的实证分析

文章借助数据挖掘技术，以非遗电影《百鸟朝凤》为研究对象，在豆瓣和猫眼两个平台共抓取观影者评论数据56 645条，利用内容分析法对评论进行情感分类、词频分析和语义网络分析，从观影者感知视角探究利用电影进行非遗活态传播的实际效果.研究发现： 1) 观影者能够通过电影感知非遗，即电影感知的三个维度(电影角色、电影故事、电影主旨)与非遗感知的三个维度(非遗传承人、非遗空间、非遗价值)之间存在映射关系； 2) 引发观影者正面评价的主要因素是剧情、演技和电影传达的价值观，引发观影者负面评价的主要因素是题材、宣传方式和非遗的表现力； 3) 电影叙事的完整性和场景的原真性使观影者普遍对非遗产生了较深程度的感知，并引发了大量观影者对非遗价值问题的讨论和思考.文章揭示了观影者非遗感知的路径、内容、情感特征和影响因素，并对非遗电影的制作和传播提出了对策与建议.

Research on audience perception and communication of intangible cultural heritage movies：an empirical analysis based on online review data

With the help of data mining technology， the intangible cultural heritage movie Song of the Phoenix was taken as the research object， and 56 645 pieces of movie review data were captured from viewers on the Douban and Maoyan platforms. The content analysis method was utilzed to perform sentiment classification， word frequency analysis， and semantic network analysis of reviews， and the actual effect of using movies for intangible cultural heritage dissemination was investigated from the perspective of audience perception. The results are as follows. 1) Audiences are able to perceive intangible cultural heritage through movies. Mapping relationship exists between the three dimensions of movie perception (movie characters， stories， themes) and the three dimensions of intangible heritage perception (Intangible cultural heritage inheritor， space， value). 2) The factors of the viewers’ positive evaluation are mainly the plot， acting and the values conveyed by the film， and the factors of the negative evaluation are mainly the subject matter， publicity methods and the expressiveness of intangible cultural heritage. 3) The integrity of the film narrative and the authenticity of the scene make the audience generally have a deep perception， and arouse a large number of discussions and thoughts on the value of intangible cultural heritage. The path， content and emotional characteristics of the audience’s perception of intangible cultural heritage are revealed， with countermeasures and suggestions proposed for the production and dissemination of intangible cultural heritage movies.