The Micro-Flim’s Art Characteristics And The Diffusion Mechanism Research

As the fast development of digital network and wireless communicationtechnology, the so-called micro-culture is becoming more and more popular withinwhich micro-blogging is the most representative. This stands for a fragmental lifestyle, and it has significant impact on the whole business community. As to movies,the new micro-film appears and seems to be full of vitality recently. In the view ofthis phenomenon, the author chose the popular micro-films in Youku, Netease, Sohu,Sina, Tencent, Tudou and Ku6from2010to2011as the main objects in this paper.Analysis of the growth situation, the movie propagation mechanism and aestheticcharacteristics.First of all, the author inspected the literature on the short-film itself as well asthe art characteristics and the diffusion mechanism of films. According to thecollation and analysis to the new research directions, especially the rising meanings ofthe related terms, the author defined micro-film in an innovative way and thendiscussed the similarity and difference among the short-films, on-line videos and newmedia movies. After that, the attention was paid on sorting and summarizing thedevelopment of the micro-film in the resent years. At last the current situation ofmicro-films were discussed.Dozens of micro-film texts from April2010to December2011were consideredparticularly in the work, and the main items such as advertising, actors, length wereinvestigated in detail. And on the basis of individual expression, respectively from thenarrative aesthetics, civilian characteristics and interactive imaging and the movie thebusiness value of the four aspects of the micro analysis movie artistic characteristics.Then analyzed the movie propagation mechanism based on the characteristics of themovie from the spread content, transmission channels, spread object andcommunication effect.Finally, the author briefly summarized the development and characteristics of themicro-film and also prospected the future of the micro character. It is reasonable tobelieve that the creation and marketing of micro-films will be commercializing soonas the rapid progress of the film business. There is also great possibility thatchargeable micro-films come out and maybe we can expect the fantastic micro-filmsin the cinema in the near future.