泛动画产业研究刍议

在新媒体革命推动下，传统动画产业正朝着以新媒体动画为龙头的泛动画产业演变，成为各国文化软实力的有机组成部分。对泛动画产业的研究可从下述三种角度进行：着眼于历史演变，考察它和传统动画产业的区别与联系；着眼于价值关系，考察动画业如何提升自身的文化软实力、国家文化软实力的提升对动画业发展的作用、动画业对提升特定国家文化软实力的贡献；着眼于实际运营，从传播要素角度阐述新媒体革命对动画产业转型的影响，从需要理论角度阐述泛动画产业所具备的基本特征和关键环节。

A New Approach to Study Pan-Animation Industry

Being promoted by new media revolution, traditional animation industry is moving to pan-animation industry leaded by new media animation, which becomes an integral part of cultural soft power of countries all over the world. There are three academic approaches to study pan-animation industry： historical examination on the relation and differences between it and traditional animation industry; axiological examination on the way to enhance its own cultural soft power, on the role to develope animation industry with a country＇ s cultural soft power on the, and on the contribution to strengthen a country＇ s cultural soft power; practical examination on the influence of new media revolution on the transformation of animation industry from the viewpoint of communication factors and on the basic features and key points of animation industry in terms of theory of needs.