文化软实力研究

戏剧传播推广是戏剧持续发展的重要路径。互联网时代，如何推进戏剧传播推广成为当下必须重视的重要现实课题。基于戏剧明星王珮瑜网络评论的扎根分析发现，戏剧明星以个体信源为基础，通过线下活动、传统媒介和新媒体等方式传播演出活动、戏剧信息和个人信息等内容，可以在受众中实现人设生成、观众拓展和类型转换的传播效果，并形成受众反馈和互动交流机制。以戏剧明星的知名度和专业度提升信源可信度，整合传播渠道构建基于互联网的立体传播体系，以社群粉丝为基础推进二次传播，和以受众反馈优化戏剧传播过程，是促进戏剧互联网传播的有效路径。

The communication and promotion of drama is an important path for the sustainable development of drama. In the Internet era, how to promote the drama communication and popularization has become a significant and practical issue that must be paid attention to nowadays. Based on the grounded analysis of drama star Wang Peiyu's online comments, it is found that drama stars, based on individual information sources, can spread performance activities, drama information and personal information through offline activities, traditional media and new media, etc.,which can achieve the communication effects of persona generation, audience expansion and genre conversion among audiences, as well as the formation of audience feedback and interactive communication mechanisms. It may be effective paths to promote the internet communication of drama by improving the credibility of information sources with the popularity and professionalism of drama stars, integrating communication channels to build an internet-based three-dimensional communication system, promoting secondary communication based on community fans, and optimizing the drama communication process with audience feedback.