The Research On The Current Situation And Countermeasures Of Chinese Animated Short Films Under The New Media Circumstance

Long-term since, animated short animation system as the most basic part in art,plays a role as experimental. With the development of communication technology,transition of mass communication mode interaction from one-way to diversification,the audience began to make reading tendency of fragmentation. Animated short filmwith the characteristics of short refining, complied with the time to read the shallowreading habits and debris contemporary audiences, more and more commercialanimation emerge as the times require.Based on the above background, this article from the perspective ofcommunication technology, with Chinese animation development in the new mediaenvironment as the research object, the development course of Chinese animationshort film is divided into three stages: in the film as the medium stage of development,from television media development stage, give priority to with the network mediastage of development, which focuses on the Chinese School of animation will Chineseanimation to the international arena and shine "". And from the three aspects ofcreation, communication patterns, commercial value, summed up the new features ofthe new media environment of Chinese animation showing the form of communication:grassroots, creation of the interaction, the commercial value of the independent anddependent. According to the new media environment, history and present situation ofChinese animation short film analysis, put forward three major difficulties under thenew media environment faced by Chinese Animation: lack of original content quality,audience narrow scope, product marketing ability. Finally, combining with thedevelopment of communication technology of the new media environment, to createwith the national characteristics of Chinese excellent animation short film appeal, putforward the development countermeasure under the new media environment ofChinese Animation Short Film: making creative high quality CG animation content,establish the audience viewing habits of communication channels, enhance theanimation product marketing ability.The innovation of this paper is from the perspective of communication introducescommunication technology perspective, characteristics of the times with the newmedia environment animation show, a more comprehensive study, systemdevelopment of Chinese animation short film, provide theoretical guidance for the innovation and development of Chinese animation short film.