Research on the Construction and Function of New Media Discourse Power in Film Publicity

Beijing Etu Enlighten School, Beijing, China

^* Corresponding author: jiafan.wu@bayims.cn

Abstract

With the rapid development of new media technology, the pattern of information dissemination has undergone profound changes, and the influence of new media discourse power in various fields has become increasingly prominent. In the field of film promotion, the traditional propaganda mode is gradually declining, while new media has become an indispensable force in film marketing due to its advantages of fast communication speed, wide coverage, and strong interaction. Based on this, this study focuses on the construction and role of new media discourse power in film publicity, selecting two representative films--Nezha 2: The Devil and the Sea and All or Nothing--for in-depth analysis. By examining their promotional strategies, including social media campaigns, influencer collaborations, interactive fan engagement, and viral content creation, this paper explores how new media discourse power shapes audience perception and box office success. This paper argues that in the new media environment, film promotion should focus on content construction and innovation. Additionally, it is essential to leverage platform-specific features and target audience characteristics to achieve precision marketing. Finally, fostering in-depth interaction with the audience is crucial for successful publicity.