| Media development in the future would enter into an era where multiscreen setup is normal,mainly characterized by humane,intelligent,integrated,highly developed audio-visual media.Traditional media continue to diminish,while new media are full of imagination.Like all other information circulations,the communication process of audio-visual media consists of communication subject,information content,medium channel,reaction of audience and many other parts.In the context of big data,this paper mainly discusses the development trend and the future form of audio-visual media from the angle of the basic parts of communication studies,as well as the operating model and communication strategies in the communication process of audio-visual media.Based on this,this paper will focus on the current situation of audio-visual media under the background of big data,as well as a panoramic scanning and summary of the current medium ecology,and then analyze the information production,capital operation and many other possibilities of audio-visual media in the future and a series of impacts of the future medium ecology on the communication subject,production flow and audience demands.In the introduction part,the author first explains the reason why the topic is selected in detail,then proposes several major problems to be solved in this paper;second,the significances of this topic both in theory and practice are presented;third,the author sorts out and introduces relevant works,literature and theories at home and abroad in terms of the research status of this topic and the core contents of this paper,namely media convergence,medium ecological pattern,development trend of audio-visual media,capital operation and development of the media industry and analysis of media audience,and describes the perspectives of each chapter in the process of investigation in detail;finally,the author explains the research thought,research contents and research methods in this paper and its innovations and definitions of several important concepts.In chapter 1,starting with the communication subject of audio-visual media and the current situation of the media ecological environment faced by the mankind,namely the fact that audience are surrounded by multiscreen media,and with the great impacts on traditional TV at present as the striking point,the author proposes to accelerate platform opening construction,implant Internet gene,run along the industrial road,and occupy audiences from multiple channels.On this basis,the author points out the dramatic changes that media technological changes bring about to the communication subject on behavioral habits,thinking model,mental and physical experience and other aspects and then describes the following characteristics of audio-visual media in an multiscreen era:the uncertainty and broadening of communication subject,diversified content sources,enriched content experiences,ubiquitous communication channels(terminals),open communication,higher continuous interaction,etc.By analyzing the psychology of audience in the current multiple intelligent communication system,the author points out in chapter 2 that with the generalization of medium forms,"fatigue about information","information fog" and other phenomena caused by information overload make the communication environment more complicated.In such an ever changing communication environment,it is required to implement different communication strategies based on big data analysis for different audio-visual media,various audio-visual contents and personalized audio-visual audience.This paper will focus on the actual operations and effects of integrated communication,accurate communication and brand communication in audio-visual communication strategies.With program production in the context of big data as the striking point,the author starts with content production in mass communications,and discusses the objectives,effects and future possibilities of big data applications in the process of program production,user analysis and transmission of audio-visual media.With the arrival of the era of big data,medium ecology will experience dramatic changes from mode of content,production,profit model,operation system and other aspects,while traditional TV,IPTV,internet TV,video website,mobile TV,film and media industry have to face a new competitive situation.How to produce,manufacture and operate by using big data,produce audio-visual products suitable to users for different medium channels,and transfer from the battles of content and channels to the battle of data has been the key to lay out audio-visual media in advance.In this chapter,the author points out that the era of big data is characterized by huge data,scale data collection and data processing,etc.To make advantage of big data,audio-visual media are required to integrate various audio-visual data,refine the relevant audience,set up its own user group,make data "speak",share multi-source data,etc.On this basis,this chapter analyzes the profound influence of big data on audio-visual data,then explores how to create platforms required by audience,interact with them,concentrate superiority in creating high quality programs and launch personalized audio-visual services,and points out that audio-visual media should grasp the potential values of big data and produce relevant audio-visual media to meet users’needs,thus obtaining products and services of great values,including profound insights and future forecast based on big data,so as to meet the information requirements of audiences at different levels.Chapter 4 presents the difficult point and innovation point of this paper.Starting with operation in the process of mass communication,this chapter emphasizes the importance of capital operation for audio-visual mass operation and information spreading in the context of big data.It now seems that audio-visual with common properties and commodity properties have the values of media expansion,program copyright,brand construction,win-win cooperation and formation of industry chain in the current process of communication.However,the identification of these commercial properties requires capital operation and media industrialization.By sorting out the specific cases of media capital operation at home and abroad,this paper explores the development tendency of current audio-visual media mergers and acquisitions,points out that media capital operations have begun to bloom together and show such characteristics as obvious audio-visual media localized and differentiated competition,forward looking judgement on technical development and continuously strengthened inter-media management pattern driven by capitals,thus analyzing the directions and requirements that audio-visual media institutions should note in the process of capital merging.In chapter 5,the author analyzes the media as the receiving terminals of audio-visual information from the perspective of information reception.In the process of utilizing big data,its development features personalization,intelligence,integration and so on.This chapter points out that the development of medium technologies based on big data become closer to humanity.As human imagination continuously extends in the development of media,audio-visual media in the future may feature many-sided integration,multi-variant dynamic intelligence,live telecast,broadcast to be normalized,etc.At the same time,the elaborated analysis of audience by using big data indicates that audio-visual information overload would have great impacts on the audience and show the obvious features of diversity and bounded participants,and based on this,pints out that the audiences’ recognition of the world is heavily influenced by "those images in our minds" and the fact that they are invaded by the "mimic environment" spread by audio-visual information.In this chapter,the author also discusses how the audiences pay attention to the improvement of medium quality,demonstrate their own values and avoid being "dissimilated" and "materialized" by the information era in such an environment.The conclusion part sums up the whole paper,provides an all-round evaluation and additional explanations to the information environment guided by audio-visual media under the background of big data,and gives reasonable suggestions and critical opinions on the current media ecology,the development mode of audio-visual media in the future,the construction of audience’s character,etc. |
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