The Research Of Communication Efficiencies Of Emotional Elements In Micro-films

The micro-film is a product of the Internet age, it has a distinct characteristic innetwork information communication. Using emotional elements in films can bondnetizen’s knots of seeking new, unusual and moving things, and use Internetcommunication characteristic of interactive and synchronic efficiently. Emotionalelements will be divided into three categories, including love, family affection andfriendship, which are human emotions in broad sense and key elements used inmicro-films. Due to the psychological needs of audiences and the times background,emotional elements has three kinds of actual values in current communicationenvironment: one is for advertising, it can let audiences enjoy wonderful and touchingplots in movies, accept goods information naturally, and then affect their thoughts andactions; the other is cultural value, it is a way of emotional expression, which caninherite social culture, enrich people’s cultural life, and affect the new formation ofsocial culture; the last one is the entertainment value, it can reflects the interactivecharacter of micro-films. Audiences can play and comment, express their ownemotions by creating new films.Based on the emotion elements, communication environment, actual values, andthe indexes of evaluating communication efficiencies in Internet(play amount,comment amount, store amount and share amount), then construct my own theoreticmodel and research hypothesis. My researching object is Youku net, which is thebiggest one in China. Then collect194researching samples by pressing ’ the mostplay amount ’,’ the most comment amount ’,’ the most store amount ’. By thedemonstrating research method, we can know the efficiencies of emotion elements inmicro-films, and how to make full use of these efficiencies. Then prove theresearching hypothesis, we can achieve these conclusions: love is the best one,advertising micro-film is the most one, love for family can use in the commonwealfilms, the most commodities in micro-films: food and drink, traffic tools, informationservices. In the process of making micro-films, we must improve ways of usingemotional elements in micro-films, including the understanding and using of love,targeting using of emotional elements, fitting the specific communicationenvironment, the harmonious relations to brands, using multiple values ofcommunication efficiencies and dealing with film language well, then binging the bestefficiencies into play.