Audience Study Of "XMOV World Microfilm Festival"

The development of the current popular video form "microfilm" can be traced back to the origin of "film history".From "silent films" to "audio films" to "film colorization" and "cinema revolution" and later "computer effects" of technological innovation.As a "movie activity",movies have developed into one of the most important entertainment and communication tools for the 21 st century.The movie has an important influence on politics,science and technology,and art.Focusing on the immediate situation,the rapid development of Internet information technology and the acceleration of the pace of life make multimedia mobile devices widely used in all aspects of life,and thus the birth of a new movie form called "Micromovage"."Micromovage" re-emphasizes the importance and functionality of "movie" communication and entertainment in society.With the rapid development of network information dissemination technology,many network platforms and mobile media have sprung up.The current network environment is often referred to as the "micro-era".This is because the fragmentation of information has become the basic social feature of the new form of film and television art."Micromovage" is characterized by its "short,flat,and fast" characteristics,has emerged and spread rapidly on the social networking platform in recent years.It is presented in front of people in a unique style and mode of communication.Its "creativity" and "entertainment" conform to the communication environment and appreciation habits of the new era.In this diversified era,it is also a complex organism composed of entertainment cultural life and social structure development.To avoid falling into the vulgarity of "vulgarity" and "kitsch" in entertainment,each one of us needs to have a "consciousness of entertainment culture" in addition to having one’s own visual identity.Hosted by the International Micromovage Ally(IMA),the "XMOV World Micromovage Festival" undertaken by the Dalian Institute of Technology aims to promote the movie culture and create a communication channel for global Micromovage enthusiasts to build a creative,shooting,Display and disseminate the world’s movie interaction platform and reach a cross-cultural cross-regional art exchange and cooperation platform.This article takes the Internet new media ecological environment as the background,taking the "XMOV World Microfilm Festival" as the research object,and analyzes a series of data phenomena in the "XMOV World Microfilm Festival".First,from the status quo of the dissemination and development of Micromovage,we will explain how Micromovage rise and their main characteristics,and then comb the development status of Micromovage.Analyze the audience of Micromovage,analyze the audience’s structural directivity from the audience’s gender proportion,age,occupation,education,and income,and explain the audience’s behavioral directivity from audience’s viewing motivation,viewing channels and frequency,and subject preferences;Analyze audience motivation and demand orientation from the perspective of audience use and satisfaction.In the end,through the investigation of audiences and feedback information,Put forward the development strategy to adapt to the present age of fragmentation,to help the "XMOV World Micromovage Festival" to develop better and increase its social influence and cultural value.