微电影流行成因及发展态势研究

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1、Abstract2013。thescaleofChina’SmobileInternetuserswillbemorethanfivehundredmillion．W曲3．0eraandtherapidriseofalargenumberofnewmedia,indicatingthatthenewmediaerahasarrived．Newmediabringusersnewinformationplatform，providemuchmoreupdatedchannelsforcommercial

2、marketing．Relyingonnewmedia'sgrowth，Micro．filmwasbornasartandcommerce’scrystallization,hasalsobecomeanewformofmarketing．·[henewmediaerahasanewbroadcastingenvironment,theinformationdissenl洒ationcharacteristicsinthisenvironmentcallgenerallybedescribedas”d

3、ecen仃alization”and”fragmentation”．Thisistheeraof”self-media”，becauseofthemediamoreportable，especiallythemobilemediajustareholdatyourfingertips，individualcallbecomethemainbodyofinformationdissemination．Theseareveryimportanttothemicro．filmbecomingbrillian

4、tandrespected，also缸etheessentialfactorstoitbecomingmorepopular．Intiffspaper,Wec&nanalysisthereasonsofthefashionablemicro·filmmainlyfromthefollowingsides：Inthemedia'sperspective，thepropagationenvironmentnewmediamorphologicalchangeswillalsobringchangesint

5、hewayofinformationdissem抽ation．Inparticular,networkdigitaltechnologyandtelevisiontechnologyupdateswillbethedirectdrivingforce．Besides，theupcomingweb3．0erafueled；IIltheaudienceperspective，describedas”decentralization'’and"fragmentation¨iIlf0皿[1ationspace

6、，themicro．cultureofpostmodemismmakethemicro-filmonbeh2llfofthectgrass-rootsculture”．AccordingtoUsesandgratificationstheory,theaudie】1c

7、eemphasizeonthepursuitofpsychologicalidentityintheprocessofwatc血gsuchamicro．film，meanwhiletherepressedemotionsofthehea

8、rtcanber弓leased，ultimatelytheywillachievethepurposeofself-catharsis．Maslow'sKerarchyofneedsanalysisalsopointedthatself-realizationisthehighestlevelofhumanhierarchyofneeds，whichmeansthefullpotentialwantedtogain；Secondly,micr0．filmgainsahugecommercialvalu

9、eandmarketing,soeconomicbenefitsISthedirectdrivingforceoffashionablemicro．filminthematerialsociety；Finally,itCan’tⅡAbstractbeseparatedfromitseffectivemarketingstrategiestobringthetransmissiondynamics．Atthesametime，themicro—film勰t