| The development of new media has opened up a new market of film industry, and the environment and technology of new media urges the coming of MicroAge which makes the rise of micro film will be a trend which cannot be halted. In the new media context, as the representative of emerging media culture, micro film became a hot topic and has permeated in every aspect of human’s daily life. And as the appearance of Theory on Audiences and Audience-oriented Theory, the audience which is one of the major factors of transmission becomes more and more important. Research the audiences of micro film has a vital practical significance.Based on such background, firstly, the author summarizes the concept, characteristic and type of micro film. Secondly, the author researches the characteristic and acception behavior of micro film’s audiences by empirical investigation. By seven research ways: demographic characteristic, audience rating, accept motivation, reception medium, reception situation, situation preference and the reception of advertisement, the author finds out the main audiences of micro film is the80’s and90’s generation, the grass-root class which is the most widespread in the internet. And the female audiences are slightly more than male.The audience rating of micro film is high on the internet, by the accept motivation of relieve the pressure and seek for resonance, the audiences watching micro film in a fragmented individualization reception situation and through new media communication medium with multi-channel and multi-platform. In such situation, the audiences show up their unique and bright preference and tolerant attitudes for advertisement. Finally, based on the analysis of the audiences, and combined social environmental factor, the author expounds the reason of the popularity of micro film. And the author also put forward some relevant suggestions of the development of micro film industry by content creation, channels of communication, trade management and commercialize. |
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