Off Screen And Between Media:A Study Of Film Viewing Behavior In The Digital Media Ecolog

When people talk about "watching movies" in daily life,they always unconsciously associate it with "going to the cinema to watch a movie",naturally focusing their perspective on the content of the movie they are watching.when "leaving the cinema" or "leaving the screen",focusing on the act of "watching" itself will stimulate more imagination in theoretical research.This article starts from "film as media" and discusses the viewing behavior as "the process of human media use".The cinema once created a collective and standardized viewing experience,which was a passive viewing behavior.However,after entering the digital era,especially in the context of the rise of streaming media platforms,movie audiences have transformed into Internet users,with unprecedented initiative and a different viewing state from that in the past in cinemas.The research is based on the reception end of communication,aiming to deeply understanding the new viewing behavior brought about by new technologies,grasp the digital transformation process of the film industry,thereby promoting the production of video content and improving the audiovisual industry system.The core research topic of this article is "The changes,causes,and impacts of viewing behavior in the digital media ecosystem.".The article is established in the cross discussion domain of communication and film studies,and constructs a research paradigm centered on "technology culture" by calling on relevant theoretical resources such as classical film reception theory and media availability theory,and comprehensively using comparative research methods,in-depth interviews,virtual ethnography,and other methods.The article focuses on the proactive and creative aspects of new forms of film watching behavior in the digital age,summarizes typical characteristics of film watching,sorts out the basic logic and general laws behind behavior,and further analyzes the internal causes and impacts of behavior changes.It attempts to explore the future development direction of film viewing forms,and ultimately reflects on the hidden worries and prospects of the shift in film viewing behavior to adapt to the development of the times,and proposes an ideal vision for film viewing.Research suggests that the digital age mainly includes three new types of viewing behaviors: based on the dimension of space,audiences break free from the constraints of fixed locations and single viewpoints in the past;Based on the dimension of time,the audience has control over time,not only compressing time to create a "double speed viewing" mode,but also extending time to shape an "immersive viewing" experience;On the basis of transforming the viewing time and space system,the audience further amplifies their subjectivity,attempting to present themselves through bullet screen participation and short video adaptation,forming a diversified practice that combines reception and production,and achieving the reconstruction of the viewing relationship.The occurrence of film viewing behavior is related to the factors of media ecology and people.The popularity of mobile phones and smart screens provides people with a variety of viewing device choices,streaming media transmission technology improves viewing efficiency,film databases provide inexhaustible resources,and intelligent algorithm systems can accurately calculate people’s viewing interests.People can also choose to watch movies due to various factors.Therefore,in-depth interviews were used in this study to immerse themselves in people’s daily lives and obtain a large amount of representative first-hand qualitative experience materials.The survey results show that people expect to reduce consumption costs and improve convenience of use,and hope to complete more self construction in the process of media use,and reshape it into a new way of life through long-term media practice.Research has found that the shift in viewing behavior in the digital media ecosystem has brought disruptive consequences.From the perspective of media production at the upstream end,emerging viewing behavior inject renewed vitality into the entire film industry.The theme of movies tends to be micro and differentiated,with the integration of video language and new media language.Small and medium-sized films and young filmmakers are given opportunities,and the distribution window period is gradually becoming more flexible.From the perspective of media effect at the "downstream" end of the communication system,the media logic of the Internet platform and the aesthetic logic that once dominated the film acceptance behavior have been continuously negotiated.Previously standardized audiences were empowered with media power,resulting in more positive ways of acceptance and shaping an open and diverse cultural ecosystem.However,when people continue to immerse themselves in highly private viewing experiences,they may create cultural barriers from others.When they excessively indulge in a certain type of movie they prefer,they no longer hold the necessary cognitive and emotional critical distance towards the movie,and as a result,the media culture of the movie may be eroded.The study continues to deduce future viewing behaviors and explores the watching trends in the post digital media era.With the rise of the wave of intelligent media revolution,people will move from a "visible world" to a "manufactured world" : viewers can decide the direction of the story and choose the fate of characters,and can also use wearable devices to achieve fully "immersive" viewing.They may even be trapped in automated image production mechanisms with the assistance of artificial intelligence technology.After envisioning the future,the shift in viewing gradually reveals a "out of control" side.Will film art lose its unique identity? When we are completely immersed in the virtual image space and time,will we become distant from the real world? Will the increasingly advanced artificial intelligence technology devour the value of humans as viewers? The research ultimately attempts to propose appropriate ways of viewing at the conceptual level,pointing out the possibility of shaping the "ideal eye" on technology in order to obtain a healthy viewing ecosystem.