The Current Situation And Development Of Micro - Film In The Context Of New Media

With the advent of the era of new media information, not period of innovation and development of digital technology, people’s life style and thinking concept is changing gradually, networking and fragmentation of information dissemination way more and more recognized by people. Widely convenient medium, the ubiquitous mobile network media to make everyone become the subject of information dissemination, making people into the era of "media". Under the background of the environment, the film this new form arises at the historic moment and in the hope of "micro" unique advantages, small investment, small length, micro cycle, with a new attitude stand in the forefront of The Times.People today live in a "micro" in the new media environment, microblogging,micro-channel, micro-fiction and so has become a part of people’s lives, micro-film as a new television era of new media forms, since December 2010, starred by Daniel Hollywood creative team with the luxury car brand Cadillac jointly launched the first micro-film "imminent" release since become the focus of attention, the development so far, micro-film is constantly updated with new media technologies, highly time-sensitive network propagation mode, a variety of media and its own unique "micro" advantage, as the audience, as well as film and television production group study commercial capital, in the new media era caused a "micro" revolution. In these positive influence behind in the development of micro-film also exposed many problems, the type of clutter, making low level of content of varying quality,profitable marketing model of a single all in restricting the sustainable development of micro-movies. How to keep micro-film "grassroots" of "civilians" feature to make it work, while more diverse, but it toward the brand and industrialization in order to build quality into micro-film, is the importance of micro-film must be a major issue It will be a long-term exploration and running processes.This thesis on aspects of micro-film, the definition and characteristics of new media such as a comprehensive analysis, and combined micro-film productionmethods, marketing channels, business models, forms of communication, the media and other aspects of new media and to explore the relationship between micro-film, at the same time, in simple terms in the special context of the analysis of the new media,propagation characteristics and aesthetic characteristics of the micro-film, Finally, the current status of the micro-film to survive in the new media context and discuss the future development trend of future research and micro-film the development put forward some development strategies and methods.