"Big Communication" Of "Small Narrative": Research On Online Short Video

With the rapid development of the Internet and the popularity of mobile intelligent terminals,online short video has shown a spurt growth under the wave of media convergence.According to the 43 rd Statistical Report on “the Development of China's Internet Network”,as of December 2018,the number of internet users in China was 829 million.Among them,the number of online video users reached 612 million.Online short video has its advantages of streamlined short,instant and fast communication,which has led to a large amount of user fragmentation time participation.Nowadays,with the increasing demand for personalized expression of users,the spread of short video in social media has become more popular.However,the high user stickiness of online short videos and the close ties with social media have also brought new ways of marketing to advertisers,which has led to investment.This paper aims to explore its development from two aspects of the narrative and dissemination of short video.In addition,it will also analyze the important role of its content production and platform control in the development of short video on the network.This article takes the narrative of the online short video as the starting point.By analyzing the narrative perspective and structure of online short video,narrative rhetoric and audiovisual language,this paper summarizes the characteristics of “small narrative” of short video in the network.By analyzing the inclusiveness,the extensibility,the content and the technology in the short video propagation process of the network,this paper explores the interactive “big communication” feature of the platform in the fusion mode of the new media ecology.Finally,this paper summarizes the main problems existing in the online short video.Combined with government supervision and existing policies,it proposes rationalization proposals for the healthy development of short-lived video ecology.