Research On Short Video Transmission Of Thematic Films In The Context Of New Media

Since its birth,thematic films have shouldered the responsibility of ideological propaganda and education,and received special attention and support from the government.Because of its special attribute and unique operation mode,it occupies an important position in the pattern of domestic films.Since the beginning of the new century,the marketization process of China’s film industry has been accelerated.The theme films that have long relied on national policies and financial support have become resistant to this type of films due to their rigid creation mode and strong propaganda and education color,resulting in a low market efficiency for a time.In recent years,under the background of the 40th anniversary of reform and opening up and the 70th anniversary of the founding of the People’s Republic of China,more and more theme films have begun to enter the public’s vision.They have broken the original simplicity of film publicity and creation and directed theme films to a more popular direction.With the support of Internet technology,new media has developed rapidly,and the reshuffle of the traditional film advertising model has had a profound impact on all aspects of film production,planning,publicity,and consumption.Among them,short video has become an important platform for film promotion due to the "star effect+rapid replication+virus propagation" trait.This new form of film and television with two-way communication and super content carrying capacity brings the content from the channel to the film.The profound changes have also reshaped the core process of media communication,which has had a major impact on the development of social ideology.The research in this article combines the main melody film supported by national policies with the short video that is rapidly developing in the current new media environment,and aims to provide a reference for the main melody film to better spread the mainstream values and promote the socialist humanistic spirit.This article is composed of an introduction and a text.The introduction part includes research background,research status,research content and methods,and research significance.There are five chapters in the main text.The first chapter first clarifies the concept of the main melody movie,and sorts out the development history and transmission process of the main melody movie.It also clarifies the difference between the main melody movie’s communication method and the past in the new media environment.The second chapter starts from the analysis of the short video transmission content of the main theme film,and explores the content theme that highlights the positive energy of the society,the diversified content presentation form and the oral audio-visual narrative style.The third chapter summarizes three short video communication modes based on a large number of cases:"brand+promotion"accurate personalized communication,"creativity+experience" entertainment interesting communication,"content+interaction" two-way social communication.The fourth chapter takes the trilogy of "my country and I"."China captain" and "climber" released on the National Day in 2019 as an example to discuss empirically the way that the theme film fits the new media platform and promotes the mainstream values in the short video communication from the aspects of material customization,topic creation and advertising play.The last part is the reflection on the effect of the communication mode proposed above.The short video communication of the main melody film strengthens the audience’s recognition of the mainstream values,and brings potential to the communication of the main melody film.In addition,the author reflects on the existing content creativity and insufficient market publicity,and puts forward optimization suggestions.