Rheology,Traits And Development Strategies Of Micro Film In New Media Era

With the coming of "Internet+" era, the new media has been integrated into all aspects of people's lives. At the beginning of the development of new media, its emergence has brought great changes and impact on the audience's life as a new form of media, and the audience began to take full advantage of the fragmentation of life time. The new media have produced quickly, a series of "micro" message communication platforms, such as Micro-blog, micro-fiction, micro-film and so on, which officially opened the door of "micro-era". Micro-film has become the leader since its emergence, just a few years time from scratch, from fine to fine, the establishment of professional micro-film platforms, micro-film column of different sites and the "viral" proliferation made the viewing frequency via the way of micro-film gradually beyond that of the traditional in the audience's life in the several years.This article is divided into three parts, and in the first part, as the focus of the full text, we will analyze the development and trend of micro-film in the new media era. By the impact of new media progress and changes micro-film generally experienced four stages- sprouting awakening period, generation and development period, brand and website self period and national creation period, in which different development performance occurred. In the second part, we divided current mainstream micro-film into three types- commercial advertising micro-film, public service micro-film, independent production micro-film according to the creative intent of the film, the significant characteristics of which are respective performance of the artistic creativity, the effective pursuit of dissemination effect and the manipulation and control of the content and details. In the third part, we pointed out the existed questions of quality, the profit model, the commercialization, the broadcast channel, the system supervision and so on in the development of microfilm, excepting that we can catch the attention of the micro film producers and the propagators, which will provide guarantees of sustained, stable and healthy development for the micro film in its future.