The Study On The Creation And Communication Strategy Of New Media Music Video

With the continuous advancement of communication technology and media technology, the new media which was represented by the Internet and mobile phones have boarded the dissemination of information on the big stage. New media forms of online media and mobile media have further extended the route of transmission and dissemination of the music, which played the role of aesthetic and entertainment. More importantly, unique and novel propagation characteristics of new media, to some extent, have affected the psychological effects and audience acceptance, as well as have shaped the way people perceive the world. And more strongly confirmed by the famous Canadian media theorist Marshall McLuhan the aphoristic thesis on "the medium is an extension of the people" and "the medium is the message".Since the birth of Music Video in the1970s in the UK, after the MTV music television channel appeared, Music Video has found its own place at a tremendous speed. From a audio-visual form to intuitive visual art and the image of a more mature and independent art form, It will simply act not only in people hearing organ,but also perfect combination of hearing and watching, greatly enhanced music can be sensual and visibility.Compared with the traditional mass media, many features of the network and mobile media interactivity and multimedia transmission characteristics prosperity also subverts the creative concept of music and appreciate the needs of the audience. The birth of online media has brought revolutionary changes in information technology, mass communication in the audience in a passive position in the past, information disseminators thrown two possibilities:choose to accept and do not choose to accept. But for the media dependence is growing, it is impossible not to accept information from the media. New media has more freedom of choice and share reviews platform to the audience, and fully mobilize the audience active participation in the psychological, the audience, the dominant position has been highlighted, these are the characteristics of the medium are inextricably linked.Music Video in the dissemination of new media online media platform, essentially combines the expression of all forms of traditional media, set the text, images, audio and video in one, the unprecedented sensory shock and impact to the audience; The new interactive media expands the type of music, so that the audience can actively choose their favorite type of music; support of new media technologies, lurking in the visual expression of the people’s minds a strong desire to burst out of both time and space conversion streaming video or intuitive and still pictures, it can be said than abstract description of the text to pass to more. With the imaging equipment into millions of households, along with new media to flourish, developing the works of people want to share the desire to become possible.Music Video birth of highlights watch part of the music information in the whole process, people’s perception of the system is extended and expanded. Music is summarized, so it has a screen and the language can not express the mood and the screen and text complement and extend. Music expresses uncertainty that makes people even on the same piece of music will have a different imagination and interpretation. Prominent musical expressions and rendering become important elements in a number of film and television work.2012Network Divine Comedy from Korea MV of "the Jiangnan style" of musical elements and image screen as the media and the world of common language, cross-domain geographical break through the language and cultural barriers to successfully achieve the MV intercultural communication MV interact in a broader space, and caused a huge wave and imitated, resulting in many versions style MV. The MV creative strategy and marketing mysteries implied we should explore.This thesis is divided into four parts:Part Ⅰ:a brief overview of the birth of MV with artistic characteristics, the relationship between the MTV with MV distinction and contacts, as well as music television and television music.Part Ⅱ:the divergent views of the new media to explore and further framed the connotation of new media referred to herein, the technical support of the new media focus on analysis of the interaction between the new media and MV.Part Ⅲ:focuses on the impact and changes brought on the MV creation of concepts and modes of transmission of these two emerging media to online media and mobile media as an example, and try to build up media characteristics and the audience to accept the logical relationship between the psychological.Part Ⅳ:On the basis of analysis of the case network popularity MV Jiangnan style "communication strategy to explore the new media in the era of media convergence media creative communication strategies MV, for the creation and dissemination of art of the music video to find out a can sustainable development road.