“互联网+”时代“艺术与科技”专业的挑战与机遇——浙传音乐学院艺术与科技重点专业建设学术论坛综述



“互联网+”时代“艺术与科技”专业的挑战与机遇
——浙传音乐学院艺术与科技重点专业建设学术论坛综述

徐卓

2015年11月22日，浙江传媒学院艺术与科技专业建设学术论坛在浙江传媒学院音乐学院圆满结束。本次论坛汇聚了国内众多知名音乐院校专家学者及行业翘楚，他们为我校艺术与科技专业(音乐)在发展和完善过程中需要不断厘清和解决的问题，如学科归属、办学思路、人才培养模式、专业所服务的行业现状与未来发展前景等，献计献策，既阐发了独到的学术见解，交流了各自的办学经验，又积极探索了符合于相应的行业发展的专业建设途径，达到了既定的学术预期。

一、艺术与科技专业(音乐)的定位与发展

首先是浙江传媒学院艺术与科技专业负责人吴红非教授发言，她介绍了本次论坛是以中国互联网协会、浙江传媒学院等单位联合主办的2015首届世界互联网音乐大赛为依托而组织的。2015首届世界互联网音乐大赛是浙江传媒学院音乐学院为坚实有效地推进艺术与科技专业重点专业的建设，实践紧贴“互联网+”的创新办学思维理念，抓住世界互联网大会永久落户乌镇的契机而与有关部门协同举办的。这次大赛正好成为我校“艺术与科技专业”(音乐)建设的重要推动力，因而是本论坛举办的最佳时机和最好的学术背景。浙江传媒学院艺术与科技专业是2012年从教育部获准，在浙江传媒学院新开设的专业(专业代码为130509T)，是“艺术”门类与“科技”门类相融合的新兴应用型专业，在目前浙江省高校中独此一家，有着跨界与融合的特性及开放的专业平台和宽阔的产学研发展前景，与未来的文化产业和多媒体融合的前瞻性高端产业有着紧密和广阔的联系，同时也更具备了未来大众文化业态所需的特质。“艺术与科技”专业在浙江传媒学院首先被定位为“音乐类”，并在二级分院——音乐学院开展该专业建设，填补了该音乐学院在音乐创作、制作方面的空缺，形成了集创作、表演、制作“三位一体”的专业结构，为特色办学奠定了良好的基础。该专业旨在培养具有坚实的音乐理论知识基础和实践经验，并具有能熟练地运用计算机或互联网进行相关的音乐设计制作、音频编辑、音乐录音合成等方面能力的综合应用型人才。浙江传媒学院音乐学院将来的发展将立足于以艺术与科技专业为龙头，使音乐表演与舞蹈编导，以及舞蹈编导专业(音乐剧)方向走上富有自己特色的专业化道路，鼎力构建有别于传统概念下的音乐表演人才培养模式，着力打造出互联网背景下大众文化业态所需的一专多能的应用型人才。

中国电子音乐协会副会长，中央音乐学院博士生导师吴粤北教授认为：2012年教育部制定的《普通高等学校本科专业目录》里新设置的艺术与科技专业在音乐艺术领域的定位应该是音乐科技。吴粤北教授是国内几所音乐学院音乐科技类专业的主要创始人之一，他从中国最早开办该专业的武汉音乐学院音乐音响导演专业谈起，一直讲到星海音乐学院和上海音乐学院音乐工程系建立的情况和当时的学术追求。他说这个专业在国内办学仅有30余年的历史，作为音乐艺术工作者，应该坚持做音乐与科技结合的专业学术研究。他对浙江传媒学院办艺术与科技这个专业充满期待，认为该学院作为一个多学科并存且办学资源丰富的高等院校，定会开创出与其他专业音乐院校不同的音乐科技专业新思路。

南京艺术学院作曲系副主任、浙江传媒学院艺术与科技专业的客座教授许志斌博士谈了他对艺术与科技不同的理解。首先，艺术与科技专业涵盖面宽泛，针对的具象面不清晰，这表明了该专业是一个区别于传统思维的新兴专业，即它既不是传统的艺术专业也不是科技专业，其指涉的内涵是艺术的科技化还是科技的艺术化等等，都值得去深入探讨。其次，在国家大力提倡创新的背景下，在互联网技术渗透于各个行业之际，艺术与科技专业在大融合的时代中更具有探索与创新性，同时，艺术与科技专业的发展必须要真正地产生一种跨界知识之间的互相影响和互相渗透。浙江传媒学院的多学科背景为艺术与科技专业的发展提供了良好的学科环境，但是，在实际操作层面，如何形成良好的多学科互动机制，需要在教学模式、教学方式、教学内容等方面进行富有创意的思考与实践。

二、艺术与科技专业(音乐)的人才培养

上海音乐学院音乐工程系主任、博士生导师陈强斌教授认为音乐科技这个领域，无论是创作电子音乐还是应用型音乐，只要做出了显著成绩的学生，都是最热爱音乐、喜欢音乐创作的人。这些学生对新生的科技事物有着无穷尽的兴趣和爱好，会刻苦去钻研。现今，学好音乐制作首先得要精通音乐，第二要学好音乐制作的技术，包括音源、效果器技术、计算机编程技术、录音技术等等，最后还得学会网络技术。从出彩的学生来看，他们都不全是老师教出来的，老师只是起到了一个指导、引领的作用，或者为他们提供一个舞台。音乐科技这个专业所内含的技术更新得很快，在技术飞速进步的今天，老师和学生都是平等的，都需要去不断地琢磨和学习新的知识。他建议在人才培养课程设置上，多以音乐制作项目制的形式去展开教学，老师和学生共同来完成一些新的音乐项目和课题；同时适当减少一些常规音乐课程的设置，这样才能构建出有特色的新的人才培养模式。

浙江省音乐家协会主席翁持更指出，当今国内专业演出团体专职的驻团作曲职位已经很少了，音乐制作这个行业的诞生从一定层面上把作曲和表演两者结合了起来，是一个具有蓬勃生机的新的音乐行业。在互联网时代，人们的信息量倍增，大家要听钢琴就听朗朗、李云迪的，要听音乐作品也是听最有名望的作曲家的杰作。所以，应在音乐教育中努力强化年轻一代音乐创作者的精品意识，希望明年的世界互联网音乐大赛能涌现更多更优秀的音乐作品。

在全国开办计算机音乐相关专业最早的是武汉音乐学院。该院计算机音乐实验中心主任冯坚副教授指出，武汉音乐学院在该专业上并不是特别注重专业名称的叫法，设置该专业的院校是偏重艺术创作还是科技，应根据本校的师资布局、教育资源来作出合理地选择。从上世纪90年代到现在，武汉音乐学院培养的计算机音乐专业的人才遍布全国各地，他们能够从事的工作岗位也非常多，包括录音、声音设计、音乐创作、游戏音频等等。学习计算机音乐的学生都非常聪明，思路宽，乐于接受新鲜事物，处理问题的能力较强，可以在团队中独当一面。这是学习这个专业的最大益处，也是开办这个专业应参照设立的人才培养规格。

三、艺术与科技专业(音乐)所对应的行业现状与前景

作为从业几十年的资深音乐名人，国家一级作曲家、北京奥运会闭幕式音乐总设计、南京青奥会音乐总监卞留念先生指出，音乐创作、音乐设计、音乐演出、音乐传播市场在中国潜力巨大。在“互联网+”多媒介融合的时代，中国的音乐科技无论在音乐创作设计还是音乐产品科技化研发领域，都有很宽的路子可走。年轻一代的音乐艺术从业者们要扎实打好基础，用数量去攻破质量的瓶颈，多创作、多思考、多积累，才能在这个行业站稳脚跟。

北美音乐家协会主席刘祥德先生鼓励年轻的音乐才俊努力激发参与创业的热情，今后世界互联网音乐大赛作品的高质量和这类学术论坛活动的高规格，寄希望于青年一代音乐学子的辛勤劳作。抓住互联网这个时代，努力改变自己以后的音乐创作之路和工作从业方式，是音乐学子们明智的选择。

浙江传媒学院特聘教授、钱江学者曾静平教授，浙江音乐学院音乐工程系主任黄晓东教授，中国原创音乐基地周士琪先生，北京现代音乐学院音乐制作系主任杨晓波老师，浙江传媒学院音乐学院艺术与科技系主任刘奇老师，浙江音乐学院姜超迁老师等，都从不同方面畅谈了对音乐学院艺术与科技专业建设及相关行业未来融合发展的一些想法和思路。

浙江传媒学院教务处副处长、公共艺术教研室主任蔡罕教授作了总结性发言，对各位专家在百忙中参加本次专业建设论坛表示衷心感谢，并对音乐学院“艺术与科技”重点专业的发展寄予殷切期望，希望音乐学院要学习国内外成功高校的办学经验，积极与业界知名专家建立学术联系，尽快搭建高科技、高标准、与社会接轨的专业学科建设平台，为社会培养出合格的艺术与科技专业的高素质应用型跨界人才。

〔责任编辑：冯溪屏〕

Journal of Zhejiang University of Media and Communications

No.1，2016

Contents

Development of Video News and Evolution of Cultural Power Structure

ZhangAifeng(2)

Remodeling Routine：The Construction of New Media Society by the Mediated Time

ZhangMenghan(8)

Application and Mode of the Internet of Things Technology in the “Wisdom Agriculture”

ZhangShanshan(15)

The Discourse of Young Chinese Entrepreneurs Constructed by the Media

TangLeshui(20)

An Analysis of Chinese Video Websites’ Exclusive Broadcasting Strategies

——A Case Study Using Iqiyi

XiaoYang(26)

“Soliloquy” and “Public Enemy”

——Lu Xun and Chinese Modern Media’s Vitality

ChenCailin(31)

Cognitive Construction and Communication of National Image on Mainstream News Websites in a Cross-cultural Context

LiangXiaobo，ZhangXiaolin&TanJuling(38)

A Study of the Huallywood Cinema Soundtrack Tyoe and International Survival

ShaoPeiren&ZhouYing(45)

“Internet +” Era： Development Path and Mechanism Innovation of Local Film Industry

XiangZhongping&WangBingxue(52)

We Still Have a Long Way to Go: A Primary Use for the Chinese Cinema “Going Global” Strategy

CaiFuyao(57)

System Sense: A New Method for Film Sound Theory

ZhangJinhui&YaoGuoqiang(63)

On the Supporting Role of Sound in theConstruction of University Film and Television Courses

WangXufeng(70)

On the Creation Methods of Chinese Movie Soundtracks in the Context of New Technologies

——A Case Study on the Movie Coming Home

WuLiying(77)

Five Faces of Urban Modernity: A Review of Taxi Drivers’ Cinematic Representations

ChenTao(82)

Old Films on New Run: A Survey on a Cultural Phenomenon

BaoLei(89)

An Analysis of the Charts of the 2015 Summer Holidays Domestic Box Office Smash Hits

——Monster Hunt, Jian Bing Man, and Monkey King: Hero is Backin Reception Aesthetics Visual Threshold

FengGuoyi(94)

Visions and Contradictions in the Literary History of Mythology Studies

ZhaoShunhong(102)

Authenticity Discourse and Modern Anxiety

——Discussing Classic Formation Mechanisms of Contemporary Chinese Novels from Midnight

YunChunfang(109)

New Communication Revolution:A New Dimension of Understanding Media Literacy

LiuYong(117)

The Construction of the Government’s Media Image and the Cultivation of Civil Servants’ Media Literacy

——Based on the Perspective of Media Society

LiJuan(123)

Media “Disempowerment”， Internet Terror and Self- distinction

——A Research about Domestic Female Workers’ Media Access and Use in Hangzhou

WangShuhua(128)

The Innovative Logic Behind Promoting the Chinese Spirit and Disseminating Chinese Values

——A Summary of the Opening Symposium of the 2015 National Social Sciences Fund Art Studies Key Project “A Study on the ‘Chinese dream’ in Movies and Television Production and Distribution Strategies”

YuanJinghua&WangBingxue(138)

Challenges and Opportunities for the “Art and Science” Majors in the “Internet +” Era

——An Overview of the Construction of Key Art and Science ProgramsZhejiang University of Media and Communications School of Music Academic Forum

XuZhuo(141)

Beyond the “West” And “Structure”: A New Perspective of Taking China as a Discursive Whole for Communicational Research

——A Review for the Newly Released Book Chinese Discourse Studies

XuYingchun(143)

ABSTRACTS

Development of Video News and Evolution of Cultural Power Structure

Zhang Aifeng

With the accelerating media converge process, video news have become an important goal of mutual competition among difference producers. From TV news, to online video news, to mobile video news, the cultural power structure has changed three times. Before the Interne era, it established itself as a “pyramid-type” cultural power structure, relying on government decrees. In the traditional Internet era, it built a “quadrilateral-type” of cultural power structure among foreign media/domestic media, traditional media/online media, professional reporters/ordinary Internet users. In the mobile Internet era, it is building a “multilateral game model” of the cultural power structure among different industries, which are dominated by the technology of integration. Changes of the cultural power structure mean redistribution of the discourse and fierce competition for cultural leadership.

Remodeling Routine：the Construction of New Media

Society by the Mediated Time

Zhang Menghan

Time has the function of regulating internal social relations, which represent people’s life in various forms in every social formation. But with the advent of a new media society, time becomes an important concept in the area of media research, as it has broken away from both space limitations and the restraints of a single measurement tool. This study focuses on one core aspect of media time, the mediated time, discussing how it marks and becomes part of everyday life. By observing the modes of participation of mediated time in the new media society, we can individuate four types: timing of a certain program, timing of program guides, timing of media use behavior and timing of media events. These means of timing show that producers and audiences are remodeling spatiotemporal meanings by taking advantage of electronic media. At the same time, new characteristics of the mediated time emerge when it interacts with other kinds of new media: these features are the increase of time density, the shortening of interval time, the changing of time display mode, the increase of duration in different levels and the trend of various expressions of time. Last but not least, when compared with the linear, irreversible and metric time that was popular in the industrial society, the mediated time is an important new ways of expressing time as a part of an accelerating social construction. The conclusion of this paper is that the mediated time that grows with every kind of new media will remodel social routine, and it will help us understand the new media and the social construction of reality based on time.

“Soliloquy” and “Public Enemy”

——Lu Xun and Chinese Modern Media’s Vitality

Chen Cailin

Lu Xun’s creation is permeated by the temperament of “soliloquy”, while being filled with the spirit of “public enemy”, and Chinese modern media has inseparable relationships with them. During his “soliloquy” we can feel the extremely angry and painful mood of “public enemy”; on the other hand, when he placed himself in the hostile environment of the “public enemy”, this often inspired the “soliloquy” in the depths of his soul. The inward “soliloquy” is actually a kind of art, the art of opening a channel to the whole world by refusing and closing said contact, eventually transformed into the widely accepted “public discourse”. The “public enemies” on the outside are actually defending and spreading the truth with the public guide of modern media. Both “soliloquy” and “public enemy” highlight Lu Xun’s most characteristic spiritual existence, the deepest part of his thinking and his most personal expression, giving new vitality to Chinese modern media with a penetrating thought and long-lasting artistic charm.

A Study of the Huallywood Cinema Soundtrack

Type and International Survival

Shao Peiren & Zhou Ying

Film soundtracks play and important role in controlling a film’s pacing, highlighting the features of the characters, serving as background for the theme. With the spread of globalization, Huallywood Cinema soundtracks are no longer limited to using only national music elements, and in the practice of nationalization and localization, the introduction of western music elements in building a more international music style, create a more diverse film atmosphere. There are three main types of Huallywood Cinema soundtracks: music that highlights cultural nationality; music that puts emphasis on modern western music elements; music that mixes national and western music elements. Of course, Huallywood Cinema soundtracks are also encountering some problems: for example, the oriental style sweeping across Huallyood Cinema soundtracks, the lack of cultural confidence and cultural consciousness in local musicians. With the globalization of film dissemination, the survival of Huallywood mixed soundtracks should follow this path: face the disadvantages and problems; develop cultural consciousness, strengthen cultural self-confidence; open a dialogue with world cinema, borrowing from it to improve itself, realizing its own cultural identity and constructing a multi-polarized model for world cinema; and continuously develop Huallywood Cinema as the vanguard in the dissemination of Chinese culture.

“Internet +” Era： Development Path and Mechanism

Innovation of Local Film Industry

Xiang Zhongping & Wang Bingxue

In the “Internet +” Era, the native discourse, the rise of local consciousness, social change and convergence brought about by new communication forms, caused the film industry to show a much wider spread from global to local trends. Indigenous movie industrialization construction needs to be integrated into the ways of thinking and multiple platforms developed by the new era film industry, borrowing from the ways of thinking and mechanism innovation of the Internet era, creating a more positive and varied industrialized development space through interactive and virtuous communication, moving the important practical issue in the development of society as a whole in the specific local immigration, creating richer content and themes for movies, to further strengthen the awareness of industrialization, the concept of network, to jointly promote the breakthrough of local film industry ecology, driving the coexistence and co-prosperity of the whole industry chain, seeking a broader space to grow up and vision to move forward.

System Sense: A New Method for Film Sound Theory

Zhang Jinhui & Yao Guoqiang

Sound is one of the main ways to convey meaning of the meaning of the movie, and is both an object of creation and an object of study. Over the last 90 years, sound has truly become part of the artistic creation of movies. However, when compared to photography, director, etc. sound research is relatively scarce. To this day, some people still will not acknowledge film sound theory, thinking that film sound theory does not exist or is not worth pursuing. As a matter of fact, common sense suggests that film sound is in fact an important research topic. Not only film sound theory exists, but it has already reached many academic achievements.

So, we focus on the study of film sound theory, n its basic concepts, study type, etc., attempting to start from the framework, to form a holistic understanding of the theoretical study of film sound. This paper shows the existence of theoretical sound research, also leading the way to new research directions.

Five Faces of Urban Modernity: A Review of Taxi

Drivers’ Cinematic Representations

Chen Tao

The taxi driver, as an important type of character in the urban films, represents and reflects different historical contexts, economic developments, gender issues, post-colonial identities and cultural constructions in various countries and regions. This essay gives a brief review on some important move protagonists - the five faces of urban modernity - in taxi films, providing some important bases and context for further research in fields such as social space, class or gender discourse and traffic development in modern cities.

New Communication Revolution:A New Dimension of

Understanding Media Literacy

Liu Yong

The concept of media literacy is being enriched with the development of communication technology and the changes of the times. Based on the wide application of the Internet, the “New Communication Revolution” has brought many big changes, for example in the ways of communication, the shift of communication rights and the fundamental changes of the relationship between communication and audience. So the connotation of media literacy should also be expanded. The content of media literacy includes not only using and rethinking new technology, but also respecting and upholding common sense.

Media “Disempowerment”， Internet Terror and Self- distinction

——A Research about Domestic Female Workers’ Media Access and Use in Hangzhou

Wang Shuhua

This article will focus on the media practice of domestic female workers in Hangzhou, and attempt at outlining the situation of media literacy of city domestic female workers, exploring its trends and origin. The research shows that media literacy of domestic female works in Hangzhou is not very high. They like watching TV, especially TV series, variety shows and social news. They use mobile phones only for convenience, and their internet participation is not so active. The media make no difference in the everyday life of domestic female workers in Hangzhou. The have fears concerning the internet, and misconceptions related to new technologies, and have no desire to express themselves and be empowered trough media. They try to maintain close relationships with society, and are eager to develop a sense of belonging with this city. However, they still choose to go back to the strong ties they have established within real society.

作者简介：徐卓，男，实验师；浙江传媒学院音乐学院。