The Research On The Narration And Operation Strategy Of Micro Documentary Program I Am Who I Am Made By Phoenix Video

With the development of new media,the micro-documentary takes an important place in the market because of the short and concise content,more attractive topics and more skillful expression.In 2011,the online micro—documentary column I am who I am appeared.It is one of the representative of micro-documentary column in the environment of new media.Its success relys on differentiation positioning and accurate application of network narration strategy and operation strategy.In order to attract more audience,I am who I am expand the target audience from the group with high degree,high status and high salary to those middle class and young people.In the influence of the development of documentary style and limited resource,I am who I am is a people-documentary column,which mainly shoot ordinary people,record their life and take them at equal place.The audience is separated to more and more small groups on the network.I am who I am selected a variety of content to satisfy their different needs.Because of the program's short time and online broadcasting platform,the column take the little narrative as its narrative idea instead of grand narrative.Non-linear and fragmented narrative structure and quick narrative rhythms highlight the column's narrative features of the network.The core of Internet thinking is user-centered.With such tendency,I am who I am pays more attention to users' experience and market expansion.The concept of content first is changing to operation first.Specifically,I am who I am take following operation strategies.Firstly,producers promote the column via Phoenix omnimedia,raising its popularity.Secondly,they build brand image according to CIS theory.Finally,they use the method of native marketing in the case of new life dreamer and touch my soul.It is an innovation in the documentary industry and it received recognition of advertisers.There are still some problems in the process of column's construction and development.Such as the content does not match the audience tastes and stories in the program is also not enough.The producer can take some measures,for example,using big data drive content production,strengthen the story-telling,fixing broadcast time and creating the ways interacting with audience.