网络视听市场中“单兵式创作”现象分析

网络视听市场中“单兵式创作”现象分析

白杰  李诗仪

(山西师范大学，太原市小店区030032)

【摘要】在全媒体生态和AI技术双重驱动下，网络视听产业涌现出以陈鲁豫、罗永浩、俞敏洪、潘天鸿等人为代表的“单兵式创作者”。以“个人IP”为商业核心的单兵式创作者们在知识焦虑、内容碎片化与长内容式微的媒介环境中，领衔轻量团队一站式完成策划、制作、营销等制作环节，构建出具有观众意识、反碎片化、矩阵传播与价值衍生等特质的优质作品，并通过衍生产品、跨场景合作实现商业创收。该模式呈现出马克思·韦伯所提出的“超凡魅力权威”的特质，面对个人创造力僵化等现代性危机具有显著优势，但也面临同质化、创作者类型单一、舆论风险强化及版权侵害等系统性问题。作为数字时代的内容生产的转型实践，“单兵式创作”折射出网络视听节目从平台中心转为创作者中心的制作转向，为理解中国特色网络视听产业生态提供新的分析导向。

【关键词】单兵式创作 网络视听节目 超凡魅力权威陈鲁豫 罗永浩影视飓风

"Solo-Style Creation" Phenomenon in the Online Audiovisual Market

Bai Jie LiShiYi

(Bai Jie Shanxi Normal University, Xiaodian District, Taiyuan, China)

[Abstract]Driven by the dual forces of the pan-media ecosystem and AI technology, the onlineaudiovisual industry has witnessed the emergence of "solo-style creators" represented by Chen Luyu,Luo Yonghao, Yu Minhong, and Pan Tianhong. With "personal IP" as the core of their business, thesesolo-style creators, amidst a media environment characterized by knowledge anxiety, contentfragmentation, and the decline of long-form content, lead lightweight teams to complete planning,production, marketing, and other stages of content creation in a one-stop manner. They producehigh-quality works that feature audience awareness, anti-fragmentation strategies, matrix distribution,and value extension, achieving commercial revenue through derivative products and cross-scenariocollaborations. This model exhibits traits of what Max Weber termed "charismatic authority." It offerssignificant advantages in addressing modern crises such as the rigidity of individual creativity, yet italso faces systemic challenges including homogenization, limited creator diversity, heightened public opinion risks, and copyright infringement. As a transformative practice of content production in thedigital age, "solo-style creation" reflects a shift in online audiovisual programming fromplatform-centered to creator-centered production, providing a new analytical direction forunderstanding the ecology of China's distinctive online audiovisual industry.

[Keywords]Solo-style creation; Online audiovisual programs; Charismatic authority; Chen Luyu; LuoYonghao; MovieStorm

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