Value Series Micro Film "micro Era" In The Context Of Inquiry

Micro-era brings new opportunities and challenges for the development of film and television arts. The emergence of micro-cultural, micro-technology platform and the maturity of new media market lay a basis for the birth of the micro-film. Since its inception in2010, the micro-film has gained rapid development. On one hand, the new micro-film works continue to be produced; On the other hand, the writings of the micro-film studies are also increasing. Series of micro films not only inherit the wide type various topics at the micro-film, but also have their own characteristics and advantages. It puts on the market by focusing on integrated marketing approach, expanding the influence of micro-film in the market. In a sense, the series of micro-film to some degree avoid the micro-film from production to on-line and the promotion of the presence of "scattered, chaotic, miscellaneous". It can not only take into account the micro-film’s diverse expression, but also allow appearing a certain common value.In this paper, by way of content studies, I made an investigation on the series of micro-film’s value orientation in different agencies, taking the network click rate and social influence of the series of micro-film as the standard. I selected twenty-two series of micro-film works for the sample studies, counting the male and female identity and outcomes in167micro-films, and information such as the first website’s click rate and comments etc. so as to draw a conclusion on the characteristic of each type of micro-film. On the basis of analysis and summary of the value orientation in different production organizations, we can make further exploration on the value logic behind these value orientations.In this way, taking some popular series of micro-films as a starting point, we can get a clear understanding of the current development of micro-film and gain insight into value logic behind the popularity of "micro-film". It also provides a useful reference for the future practice of the series of micro-film.