Present Situation Research Of Micro Video

In recent years, as the network technology improves continually, obtaininginformation through network and sharing video online have become a habit of moreand more people, even many traditional medias also pick for the speedy andinteractivity of network communication and start to march towards the video websites.Starting from the concept of micro video appearing in2006, till today, micro videohas achieved great development on all aspects of content, producer, operation mode,publishing platform, innovation, etc.As an emerging mode of propagation, micro video has gradually infiltrated everyaspect of our lives, influencing and changing the traditional way of communicatingand obtaining information. The greatest innovative significance of those micro videowebsites is a platform being established, which enables the common netizens toactively involved in the steps of shooting and making videos, turning into activecreating from initial passive acceptance, and being able to share all these contentstogether with other netizens.Micro video mainly includes three aspects of micro documentary, micro film andmicro advertisement. Except the micro advertisement has a narrow scope of purpose,micro documentary and micro film are all accepted by the wide netizens. With theexecution of a series of policies and measures, such as “cutback on TV entertainment”,“TV commercials ban”, etc, the development of domestic video website achieves anunprecedented prosperity instead. Merchants who are frustrated by advertising ontraditional media start to seek for wider advertising space on the network. The videowebsites not only play the introduced series, they also try to cooperate with upstreamproducers and make programs jointly with professional team.However, under such a free platform, the development of micro video exist somehidden danger. First, there is no corresponding classifying system and gatekeeper,which makes the level of micro video on the network uneven and some vulgarcontents also sneak into the team of micro video; second, attaching excessiveimportance to economic benefit results in micro video lacking social benefits, whichis unfavorable for transmission of whole social cultural; Third, currently the microvideo is displayed only on websites, lacking more broadcast platforms; last, limited bythe length of micro video, many creator suddenly become not good at telling story,having deficiencies both on arrangement of product rhythm and expression of content. These all are resistance for limiting the progressive development of micro video.In the future development, except continuing to select great series for playing withunique vision and cooperating with traditional media to innovate the self-produceddrama, distributing copyright is also an urgent task for each video website. Thismethod can lower the cost for website and the business model will be clear gradually.Besides, video website keeps trying the payment model at present. Whatever payingon click or paying by month, though this occupies a small portion in the entire incomeof website, which cannot compare with advertisement, once users develop a habit ofwatching by paying, there will be great room for this market’s prospect to improve,and the payment model may be the “front” in future.This article combines theories of communication and sociological, and under thebasis of referring to relevant materials, it sorts the contents of micro video’sconnotation, classification, present development situation, etc. The emphasis ofdisclosure is put onto features of micro video, respectively proposing my ownopinions on aspects of video content, publishing platform, audiences’ aesthetic modeland profit model. Then aiming at these features of micro video, analyze the currentexisting problem of micro video one by one. I hope some strategies proposed in thisarticle can contribute to the future benign development of micro video.