Propagation Mechanism And The Development Strategy Of Micro Films Under The New Media Enviroment

Currently, new media continue to emerge, the technical conditions of the mobile network are also in the process of rapid development, all of which are announcing that we have entered a new media age, but also the concept of micro-film also appeared. Micro film in the new media environment coruscated a strong vitality. In this context, this paper attempts to make a definition of new media and micro film, analysis the characteristics and the causes of the micro film on this basis, and then the propagation mechanism of micro films were explained, thus make feasible suggestions for the future development of China’s micro-film to eventually promote lasting and healthy development of micro films.Articles divided into four sections in total. The first chapter discusses the research background and importance, research methods, summarizes the research status, propose insufficient and innovation of the research. Chapter II overview of micro film in the new media background, in the first place, new media concepts were defined, respectively, resulting from the spread patterns, communication subject, dissemination of technology, information dissemination and technical point of view summarizes the characteristics of new media, by contrast with traditional film, as well as the traditional micro video advertising under the new media context, the concept of micro film is defined, then put forward the reasons and characteristics of micro film. Chapter III propagation mechanism of the micro film under the new media environment describes the micro film’s mode of transmission on the basis of detailed anglicizing the various elements of the micro film’s communication process, that is a collection of various types of propagation, fission mode and media convergence mode, in the media convergence mode, in-depth analysis of the integration aspects from the internal network media, online media and traditional theaters, online media and television, online media and mobile phones, tablet PCs and other mobile new media. The fourth chapter the development strategy of China’s micro films puts forward some feasible suggestions in order to promote sustainable development of the micro film. In the last part of the article, conducted a brief summary and outlook of the entire course of the study.As a new form of information dissemination relying generated and the rise of new media, micro film have showed a strong momentum of development in business, public service, entertainment and other fields in the short2years, and has been widely popular, therefore, the research of propagation mechanism of the micro films has a theoretical and practical significance.