摘要:微电影虽是最近几年才出现的新生传播形式,但却在极短的时间内受到很大的青睐,很重要的原因是微电影有它独特的小投资,高回报的特点,这点使得它很快被许多文化传媒公司、广告公司和专业影视制作团体以及视频网站所接受,进而以铺天盖地之势出现在受众的眼前。本文指出,微电影的传播本质具有微时长、微周期、微投资的“三微”属性;新媒体作为一种新兴的传播渠道为微电影创造了有利的传播环境,新媒体的“80”“90后”受众成为微电影的主要受众。广告阵营因为“限广令”对微电影的极度需求;传播主体专业化以及传播特点上与受众的互动性,以期对短小、精练、灵活的微电影的传播特点予以更深入的认识和了解,并对其现今的发展不足提出个人的看法以及建议以展望微电影的未来市场。21079
关键词:微电影;“三微”;传播渠道;传播主体;传播模式
The Shallows of the Transmission Characteristics of Microfilm
Abstract:Although the film is in the form of micro-propagation freshmen only appeared in recent years, but it has been greatly favored in a very short period of time, a very important reason is that the movie has its unique micro small investment but high-return characteristics, this makes it be accepted by a lot of cultural media companies, advertising agencies, and professional video production groups and video site in a pretty short time , and then to the overwhelming trend in the eyes of the audience. This article points out, that "three micro"s properties: micro duration, micro cycles, micro investments; benefits of new media as a new channel of communication bring to micro films: the development of new media for the micro-film create a favorable spread environment, "80" "90" group of new media audiences to become the main guarantee of success and the extreme demand of advertising camp for micro-movies because of " the Command of Advertising Restrictions "; the dissemination and propagation characteristics of the subject specialization and interactive audience to the propagation characteristics of short, concise and flexible micro-film to have a deeper knowledge and understanding, and lack of personal views put forward its proposal to today's developments and future prospects of micro-film market.
KeyWords:microfilm;three “micro”s;communication channels;the main bodies of communication;communication models
目 录
绪 论 1
(一) 研究目的、意义 1
(二) 研究现状 2
一、微电影的传播特点 4
(一) 传播本质特点:呈现“三微” 特性 4
(二) 传播渠道特点:主要采用新媒体播放 4
(三) 传播主体特点:更加趋于专业化 7
(四) 传播模式特点:与受众的互动性增强 7
二、微电影传播过程中的问题及建议 10
(一) 内容缺乏故事性、深入性和独创性,无法提起受众的兴趣 10
(二) 受众面比较狭窄,导致题材大同小异 10
(三) 市场有限,过多投入导致盈利局面尴尬 11
致 谢 12
参考文献 13
绪 论
微电影(Micro film),即微型电影,又称微影。它是指专门运用在各种新媒体平台上播放的、适合在移动状态和短时休闲状态下观看的、具有完整策划和系统制作体系支持的具有完整故事情节的“微(超短)时”(30秒-300秒)放映、“微(超短)周期制作(1-7天或数周)”和“微(超小)规模投资(几千-数千/万元每部)”的视频(“类”电影)短片[20]。2010年由吴彦祖主演的《一触即发》上映,自此揭开了微电影这一新兴电影的面纱,微电影开始进入人们的视野。发展至今,微电影不仅成为众多产品品牌营销的一种重要传播方式,例如益达口香糖的所推出的《苦优尔酸甜》系列,凯迪拉克爆红一时的《66号公路》等,这些微电影推广了品牌内涵和传递了企业文化精神,起到了很好的品牌传播效果。同时,微电影也在发展的过程中越来越贴近生活,源于生活,高于生活,无论是专业的还是非专业的群体都开始借微电影讲述感情故事、幽默故事,励志故事等,在短短的5-15分钟内,呈现出五光十色,层次各异的微电影作品。 浅析微电影的传播特点+文献综述:http://www.youerw.com/xinwen/lunwen_13123.html