在线影评留言回帖初探：以电影《我不是潘金莲》为例

Preliminary Study of Message Replies to Online Film Reviews: Taking “I Am Not Pan Jinlian” as an Example

摘要: 近几年人们阅读和发表影评的形式逐渐发生着变化，在观影之后的观点交流、心得分享也越来越多。影评文化中大量的在线留言和评论，是具有价值、需要被关注的。影评作者和留言用户都是影评人，对于电影营销、电影票房都有着举足轻重的地位。用户之间对于影评的留言回帖互动、共享信息和知识构建，对于促进更多的建设性评价来共同促进电影的质量是有贡献价值的。本研究聚焦在线影评的留言回帖区，通过深入研究影评留言回帖内容，对留言进行分类，探讨知识构建的内容层次和种类、知识构建的留言对用户解读影评是否产生意义、留言用户的心态等。为电影营销、电影创作团队、豆瓣平台等相关电影机构和从业人员提供参考。

Abstract: In recent years, the way people read and make film reviews is undergoing changes. More and more people tend to exchange views and share ideas after seeing films. A large number of online messages and comments in the film culture are valuable and are therefore worth attention. People who write film reviews as well as leave comments can all be regarded as film critics. They are of great significance to the marketing strategies and box office of films. Users’ discussion, information exchange and knowledge construction can attract more constructive ideas, which will help promote the quality of films. In order to gain a better understanding of the present situation of online feedback, this study focuses on the replies and knowledge constructions of the online review. “Online review” is based on the new media environment and is aimed at sharing, interaction and communication. This study makes an in-depth analysis of content of the replies, classifies them into different categories so as to explore the levels of knowledge construction and the mindset of users. It utilizes content analysis method to categorize and summarize the users’ replies in order to explore whether the comments about knowledge construction are meaningful to the interpretation of the films and film reviews. Through the investigation of the users’ reviewing behavior, the motives of their participation in online review are explored and concluded, which can serve as the reference for such relevant film institutions and practitioners as film marketing team, film creation team and Douban platform.