The Micro-video's Individual Expression And Its Cultural Significance

It is the first year of micro-video in 2006, micro-video has entered a growth period of China in 2007. Traditional industries enter into a growth period from being introduced through several years or many years in the past, But, the emerging of internet and micro-video industry, less than half a year. Internet industry has an important change that micro-video has become a pop culture which is short, precision and fast in 2007. Like blogs, chatting in the internet, it is very popular in mass in watching micro-video and using micro-video recording society, life, fashion and self-expression. And with the further universal of broadband and the civilian of audio-visual equipment and software and hardware technology, micro-video, like long video (film), short video (television) will gradually become one of the mainstream media of video in the future.Thus, micro-video, appearing in the context of the digital and network, not only retains a visual image of the television and the performance characteristics of a lively and flexible manner, but also has the characteristics of on-demand access to the internet interaction, which is a kind of new form of communication consolidated the advantages of the two medias. Micro-video will be developed into a platform integrated internet, multimedia and communications, providing people with a larger service space. This paper aims to the study of micro-video, a kind of new network mode of transmission. It discusses unique cultural features of the self-expression in the process of transmission of micro-video with examples, and discusses the cultural significance of the self-expression of micro-video in the perspective of The Communication, and prospects the future development of the micro-video site to make it have a better future.This paper is divided into four parts:PartⅠsummarizes the definition, the development at home and abroad, the disseminating process and form and characteristics of micro-video, and so on. It is mainly to know the new media- micro-video on the whole.PartⅡ, this part discusses the unique charm of micro-video: the cultural significance of the media of self-expression.Part III, in the perspective of the Communication Theory, this part discusses the effects of the emergence of this new transmission form——micro-video: the applicability to the"using"and"meeting"theory, the subversion and impact to the"agenda setting","gatekeeper"theory, and further widening the"knowledge gap".Part IV, this part exposits the further development of micro-video in three aspects: the problems it faced, the commercial trends and its applications.