Research On Chinese Public Welfare Micro Film From The Perspective Of Communication

The rise of the network societygreatly changes the structure of social media,voice framework,social structure of intercourse,andpublic domain,and public welfare micro film is a new type of film formcome into beingin the network society.The emergence for public welfareis compatible tothe aesthetic appeal for the fragmentationof postmodern context,at the same time,under the background of multiple conflicts of interestand the social stratificationaggravation,elite,public welfare organizations,national government tries to save spirit culture,reshape the soul belief,integrate the product of ideology.The sincere and simpleemotional expression,breaks through the double barrier between consumerism and senses entertainment,trying to bring the conversion of soul and salvation to increasingly indifferent and alienated modern society.Transmission themes of public welfaremicro filmis closely related to social moral system construction from personal ideal,human nature to the cultural symptom,natural environment and other various aspects.Despite its issues are all-inclusive,we can still integrate into a common motif from multiple texts in respect of the home consciousness.For one thousand years,under the infiltration of Chinese culture,in the sublimation of ideology,family in Chinese thinking idea has already exceeded pure blood relatives,and evolved into grand concept “All underheaven are of one family”,“home country”.Public welfare micro filmplaces deep emotion profound connotation on narrative mechanism of“isomorphic home country”,attaches audience's reminiscence for warm home on national loyalty,awakens the public's filial piety and total loyalty to the motherland,to maintain social stability,and enhance the social function of national cohesion.As the new product of Internet context,public welfare micro film shows unique style and features on communication strategy and dissemination way.The common narrative angle of view builds up a bridge of communication between text and audience,and achieves the film's narrative empathy;the framework's blank technique let the audience explore the myriad charm lying in images,to achieve communication effect listening to the thunder in the silent place;And new artistic expression,interplays the "emotional" entertainment and "rational" public welfare.At the same time,with the aid of new media platforms,public micro film breaks the traditional relationship between communicator-the audience,presents three-dimensional linkage transmission mode of “pan-communication”,“fission”,maximally realizes the "public interest" of the society,become special forces to promote the socialoperation.The birth of public micro film satisfies mortal beings' pursuit of human emotion in the boundless universe,affirmation of self-worth,certainly,in turn,educates the audience,serves all kinds of social needs.Through the charisma of public welfare,the influence of the micro film plays an indispensable role in fostering social personality,regulating social contradictions,and mobilizing the public resources.However,inthe face of converging attack of double discourse facing political needs and economic interests,public welfare micro film,in communication practice of topic selection and text construction,also presents some conflicts and alienation,to a certain extent,losing goal pursuit and orientation of narrative of public communication.Therefore,bothnational governments and production company require to strengthen the management on public welfare micro film,see through clearly attitudes of the world with more insight view,create text in the “experiential" form,at the same time,the public also needs to improve their media literacy,promotes the spread of public micro movie,boosting socialist spiritual civilization construction.