On Chinese Animation Industry--from The Perspective Of Ecology Of Communication

The Ecology of Communication is a cross-science discipline based on the sciences of Communication and Ecology. Set within the theoretical framework of Ecology of Communication, this paper aims to look into the overall ecological environment of Chinese animation industry and its relevant factors together with their changes and influences of each change on the industry development from perspectives of original ecology (eco-culture, eco-technology, ecological audience), the internal ecology (eco-investment and financing, product ecology, talent ecology) and external ecology (international environment).The development of Chinese animation industry has never been a smooth one from the very beginning. Chinese animation industry got started when overseas competitors invaded on a large scale, followed by the transition from a planned economy to a market economy. Therefore, Chinese animation industry carried an inborn disadvantage both in terms of industry policies and industrial preparation. Even at present, this industry still faces numerous problems. Animation industry is a rather special form of culture industry which is related to a wide range of areas with such characteristics, such as having great market potential, being highly related to other industries and rich in technology and expertise, carrying high added value, low energy consumption, low pollution and high input as well as long-term of investment recovery, etc. In the ecological system of communication, science and technology are two important constituent elements having great effect on the whole ecology. Any progress in technology enables animation industry to develop and is closely related to everyone. In addition to the traditional route of transmission, mobile phones, Internet and other new media produce a new dimension to the animation industry. The development of new media means not only an addition to the modes of transmission, but also enrichment of its contents. New media also bring forward the expansion of the audience groups, leading to a more reasonable audience ecological environment. For a long time, the ecology of audiences is seriously out of balance within theChinese animation industrial ecology_____the improper positioning of children and babies astarget audience has resulted in the loss of adult market to overseas animation companies and entities.Within the inernal ecology of Chinese animation industry, problems, such as narrow financing channels, shortage of professionals and poor original development capability, are factors constraining the industry's development. The Chinese government should take more effective measures to support the development of the animation industry, such as: offering more favorable policies concerning investment and financing to encourage enterprises to promote investment and financing channels, using a variety of means to foster much-needed animation talents, taking measures to speed up the development of original animation production. A complete industry chain is the foundation for a rapid and healthy development of animation development. In view of the development model of animation industry, the Chinese animation industry should adopt a development mode of combining governmental support and market operation, taking advantage of existing animation producing bases of all levels and completing the construction of animation industry chain from creativity in content, marketing production and distribution to the follow-up of related industries. Against the background of globalization, culture-sharing and combination have been inevitable. The influences of eco-cultural factors in animation industry are increasingly prominent. In the cultural context of culture sharing and combination, if Chinese animation industry is to develop steadily and to avoid its own ecological position being replaced, even ousted, by alien animation industry, the author holds that from the ecological and cultural point of view, Chinese animation industry should skillfully handle the following three key relationships: relation between traditional culture and innovative development, relation between international cooperation and keeping national brand and the relation between sharing cultures and adoption. China's animation industry must seize the opportunity to modify its development strategies so that the "sunrise industry" can become a real sun-shining industry in the near future.