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「门道」《人民的名义》启示:反腐剧从“遇冷”到“爆款”总共分几步

2017-04-22 18:38:16   

“因为各种各样的原因,反腐剧退出了卫视黄金档,沉寂多年。但在这期间,我国的反腐力度却在不断加大,尤其是党的十八大以来,腐败分子纷纷落马,百姓通过新闻看到了发生在他们身上光怪陆离的故事。不过很可惜,本应与时代同行、反映现实的文艺作品却哑火了。在这种情况下,我们觉得可以做成一部电视剧,只是压力和风险会很大,能顺利播出就算成功了。”蒋浩告诉记者,至于如今从线上到线下的火爆,是出品方、全体主创人员都没有想到的,背后的原因,或许就像这部剧的导演李路说的那样,恰好在正确的时间点讲述了这个故事、塑造了这些人物、吻合了观众期待。

除了《人民的名义》,近期还有反映浙商创业史的《鸡毛飞上天》等多部现实题材剧作亮相,也赢得了观众掌声。在南开大学文学院传播学系主任陈鹏看来,这正说明电视剧的题材不是问题,问题是之前并没有更多可供选择的现实类题材剧。“很长一段时间内,只要打开电视,就满眼的玄幻、穿越、宫斗,或婆媳斗法、儿女情长。这不是因为观众只爱看这些剧,而是因为创作者不敢触碰现实,怕担风险,因而只能提供这类剧作。说到底,现实生活才是电视剧创作的源头活水,尤其当下各种社会矛盾现象是最好的创作素材。用电视剧的恰当方式反映这类现实,市场一定有回应。”

第二步

正剧“萌化”

《人民的名义》还带来一个有意思的现象,就是“老少通吃”。上了年纪的观众守着电视机,年轻人“抱”着手机、电脑,一律在追剧。相关数据也很能说明问题,经分析,在优酷观看《人民的名义》用户中,18岁至24岁的用户占比32.9%,25岁至29岁的用户占比36.9%,年轻用户占据了将近70%的份额。边看边发弹幕、给某位主演编辑视频剪辑cut版、上传表情包……这部分年轻受众,用一系列流行时尚方式挖掘着剧集中令他们感动的画面。

1994年出生的鲁美怡,就是这群年轻受众中的一员。以往更多看偶像剧、玄幻剧、古装剧的她,总是被长辈误解,以为她只喜欢这些内容。对此,鲁美怡觉得冤枉,“不是我不想看正剧,而是受不了‘端着’去看,本来挺轻松的事情,一下子弄得特别累”。所以,和相玉珍一样,鲁美怡压根儿就没打算看《人民的名义》。后来,发现了达康书记的“表情包”,读了微信公众号几篇表述无厘头、内容却靠谱的推送文章,才加入到追剧大军。如今,鲁美怡也会跟朋友聊聊“汉东男子天团”和“海猴子CP(陈海、侯亮平)”,“这绝没有消解‘名义’严肃性的意思,这只是我们年轻人表达关注和喜爱的方式”。

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