SWOT Analysis Of Documentary Development Under The New Media Environment

With China’s media industry on a path to the marketization, commercial attribute of thedocumentary as a cultural product is becoming more and more attention. With the conditionof the medium market competition is increasingly fierce, the domestic documentarydevelopment facing unprecedented difficulties. However, with the strength of technologyrevolution, especially in countries vigorously promote "Next Generation networks"(NGB)construction, Chinese new media development situation also become more mature, bringinghuge platform for the spread of documentary, and also opened up a new way for itscommercialization.Compared with traditional media, new media’s spread is subversive, so that life style ofpeople,cognition, even the way of communication and exchanges are presents newcharacteristics, in any medium or programs are faced with the audience characteristics.Thisarticle will proceed with hardware and application platform technology innovation under thenew media environment, and probe into new phenomenon and prospects in the developmentof documentary.On the hardware level, mainly is the technology of production, communication andtransmission terminal changes; on the application level, based on "user-generated Content"(UGC), network applications, especially folksonomies "network" and "the social network" hasspread form of subversion, the initiative of people watch the documentary and viewingexperience of them unprecedented change, also in the cloud data, diversified media mobileplatforms, under the impetus of the development of the media, the expression ofindividualization, and focus, type of documentary, the audience is easier to implement, theaudience presents new characteristics.More than two levels of environmental analysis combined with the spread ofdocumentary feature, and the characteristics of the audience, advantage, disadvantage anddocumentary of domestic documentary industry faces opportunities and challenges, such asanalyzing system of four dimensions, as "SWOT" analysis tools, help to provide self-cognition clearly in changing environmental, and on this basis, to explore its possibleway of development.