[摘要]2011年湖南衛(wèi)視相繼推出的首部清穿劇《宮》及其后推出的《步步驚心》更是誓將“穿越”進(jìn)行到底，讓觀眾大飽穿越之癮的同時(shí)獲得了紅火的收視率，讓受眾沉浸在一波又一波的穿越思潮里。與其他電視劇題材不同的是,其廣泛興起已經(jīng)變成一種社會(huì)現(xiàn)象,不但適應(yīng)了受眾的心理需求,而且其獨(dú)特的題材、壯麗的古代場(chǎng)景也讓人耳目一新。創(chuàng)造了又一個(gè)中國(guó)電視史上的一個(gè)收視率神話。而這一現(xiàn)象引起了社會(huì)各界的強(qiáng)烈反響也引起了學(xué)術(shù)界的熱烈探討。本文以《宮》、《步步驚心》為主要案例, 結(jié)合新聞傳播學(xué)理論,分析清穿劇“宏大或輕松搞笑的主題 + 電影般的大場(chǎng)面 + 明星聚集的豪華陣容 + 狂轟濫炸式的發(fā)行播放”的傳播現(xiàn)狀以及清穿劇的仿象、超現(xiàn)實(shí)、文化再循環(huán)、媚俗等傳播特征。

關(guān)鍵詞： 宮  步步驚心  清穿劇  分析  傳播特征

Abstract：Hunan TV in 2011launched the first clear through the drama" Palace" and after the launch 

of the" startling step by step" is to" through " to the end, let the audience through the addiction at the same time to obtain a good audience ratings, immersed in another crossing of thoughts. And other TV drama theme is different, its extensive and arisen has become a kind of social phenomenon, not only to meet the psychological needs of the audience, but also its unique subject, magnificent ancient scene also lets a person find everything fresh and new. Create another Chinese television history a ratings myth. This phenomenon has caused the intense echo of social all circles also caused academia discusses ardently. According to the" Palace"," startling step by step" as the main case, combined with Journalism and communication theory, analysis of clear through the drama" grand or relaxed funny theme + cinematic scenes + stars gathered the luxury lineup + bomb savagely type broadcast of the issue " transmission status and clear through the drama of the simulacra, surreal, culture recirculation, kitsch, propagation characteristics.

Key words：palace; startling step by step; the traversing drama; analysis; propagation characteristics