Micro-film Communication Research Based On Mobile Phone In The Background Of "Media Combination"

In the background of media combination, with the development of new medium, the combination of terminal equipment and multimedia technology creation, the function of medium breaks the traditional limitation, and presents the features of digitization, mobilization, networking and interaction. Meanwhile, the way people live has been gradually changed with the change of the society, technology and culture. In terms of information broadcasting, it shows different features including the greater timeliness of the news, the heavier fragmentation of the information and more share of the audience communication. Moreover, it has brought new effects on the film creation and broadcasting. The micro-film is simple and fresh, which becomes the popular media for young people.In particular, the rise of the mobile phone, especially the smartphone, because of its features like the convenience of carry, multi-media function, rich applications and high-speed internet access, has been the new channel for the micro-film broadcasting.The study of micro-film has been in the ascendant. Most of the case study is focus on the auto industry, and the medium research is concentrate on the network medium. However, the discussion about the mobile phone broadcasting of the micro-film is rare. The relevant study of the media combination can be divided into three parts. The first one is the comparative study of the new medium and traditional medium, which emphasizes on the digitalization of the newspaper and magazine, and the networking of the radio and television. The second part is about the change of the information content under the background of combination media. The section stresses the development of the film from the combination media era.This dissertation is aimed at the mobile phone broadcasting channel of the micro-film. Under the background of the combination media, it will discuss the audience orientation and the unique broadcasting channel of the micro-film, which will enrich the study of channel part of the marketing mix. By the summarization, I hope it can offer some reference for the mobile phone broadcasting channel of the micro-film in the real marketing campaign, which is the core of this topic.The combination of the medium is the new trend of the medium development, especially for the smartphone that has been a typical representative of it. Based on the theory of mass communication and marketing management, this dissertation will discusses about the way of broadcasting the micro-film through the mobile phone channel under the current time. More specific, it will talk about the broadcasting content and making process, the broadcasting channel of the mobile phone, and reasons and countermeasures of the restriction.From the perspective of the definition of the combination media, the features of this era will be clear in this dissertation, as well as the transition of the media application for the audiences.As for the mobile phone medium audience, I will make a relevant research report and questionnaires to do data analysis. The research parts are consist of the audience scale, the application statue, the functions and features of the smartphone medium, and the using tendency of the audience.The analysis of the main part of the micro-film includes the definition, the pattern, the material selection and creation.In terms of the mobile phone broadcasting channel, it focuses on the detailed study of the application channel, and still the social network channel and video website channel.In the end, it will analyze the reasons of what restricts the micro-film development and how to solve these problems. The discussion will come from parts, including the quality and click rate, the network tolling and the development, the internet speed and the broadcasting, the mobile phone battery and film watching, the legal protection and the micro-film produce, the brand meaning for micro-film.To measure a film’s success, it could refer to the box-office result. To measure a TV programme’s success, it could see the audience rating. As for a micro-film, it would focus on the click rate. No matter the click rate of the video website or downloads of the application program, they are both the significant indexes for measuring the degree of micro-film broadcasting. They are more important for the commercial micro-film, and some software which can be used to increase the click rate come out. Because most of the consumers have the herd mentality, so when they are facing too much variable and complex information, they prefer to watch the micro-film with higher click rate. It could reduce the probability of watching worse films, and show the two-step-communication of the micro-film broadcasting.The high cost of the wireless application protocol has been one of the key factors that restrict the development of mobile phone broadcasting channel. To solve this problem, it needs the telecom operators give benefits to the users, and in this way, the micro-film could a better future. The broadcasting of the micro-film includes the video and voice, and it has much higher power consumption. Thus, if not solve the problem of the battery, it would restrict the development as well. Fortunately, the scientists have begun to research a new technology. If it is developed, the charge and discharge velocity of the new super battery will be more than1000times faster than normal battery.From the legal perspective, the relevant law about the micro-film in China is inadequate. Rather than adopt a series of intellectual property protection, the internal supervision of micro-film still needs to be improved. The sound law protection and industry supervision could be benefit for the development of the mobile phone broadcasting channel. Besides that, the brand building could still play a significant role in the development.The main result of this dissertation is about the study of the mobile phone broadcasting channel, including the social network channel, video websites channel and the mobile phone application channel. The innovation point is from the third channel mentioned above. By doing the market research, it will analyze the advantage of the mobile phone application broadcasting, and provide some specific advices of the producing and broadcasting.The dissertation finally will conclude that broadcasting the micro-film via the mobile phone means a potential vast market. Taking the application form into the consideration will contribute to the broadcasting of the micro-film in the mobile terminal device. The micro-film maker can provide the valuable film, build its own brand, compress the film size, and search the interactive between the micro-film and audiences. Therefore, they can achieve the goal of effective broadcasting of the micro-film.