On Communication Effects Of Legal Micro-movie Under The New Media Circumstance

With the emergence of micro-era, the concept of micro has been planting into public lives. As the “favorite ” of new media, micro-movie rise. Micro-movie’s characteristic of “micro investment, short period and low entry threshold” make it become popular in the market, moreover, its feature of “micro-time, micro-production, micro-content and micro-communication” is accordance with preference of publics to media. As one of the dominate field of micro-movie, based on the start point of improving the interests of audience and the end of popularize laws, legal micro-movie synthesis the rational law and irrational emotions to improve publics learning on legal knowledge.Legal micro-movies absorb the value positioning like popularizing laws through lively activities from traditional media. As the products under the new media circumstance, legal micro-movies was provided a gorgeous prospects for its development because of huge scale of audiences and broad communication channels featured by new media. In terms of development stages, legal micro-movie firstly emerged in Sichuan teenage legal micro-movie competition in 2012. At this stage, legal micro-movie had already entered into publics lives. In 2013, many local competitions on micro-movies, like Kunshan legal micro-movie creation competition, Suzhou legal micro-movie competition etc., upsurge the boom of legal micro-movies. The popular trend of micro-movie reached the peak till the first nationwide legal micro-movies competition hold by China ministry of justice, The state Internet information office and The franco-prussian office.The characteristics of new media, like freedom, immediacy, interaction and self-selection are in coordination with the people’s quick change on demand. It breaks the traditional mode of one-side communication, and brings more equalities in communications. This way of recognizing publics’ dominant roles and promoting actively self-learning reduces the sense of resistance in publics on receiving legal education. Meanwhile, the emergence of “self-media” and “micro-media” reverse the condition of public receiving legal knowledge passively to actively publicize laws.Audiences set the criteria to test the communication effects. From the public choose motivation and get legal micro movie needs to satisfy, legal system of micro film spreading with the aid of network, network propagation characteristics makes it easier for the audience to get publicity of subjectivity, let the audience with independent selectivity.Meanwhile, with the development of media technology, micro-media could satisfy the requirement for information. The characteristics owning by legal micro-movie meet the demand of people on learning legal knowledge at any time any places. In terms of the effects on legal knowledge education, legal micro-movie, by using the mode of education with entertainment, effectively popularizes legal knowledge. In terms of sense-making, public opinions on real world usually depend on the images created by media. The legal contents expressed in micro-movie could be helpful to change publics’ attitudes and guide right actions. As the legal movie produced based on real case, micro-movie brings real sense of participation to audiences, and therefore generates peoples’ senses of recognition on obeying laws and resisting crime. Guided by right legal public opinions, people are inclined to set up correct legal concepts, and this is the ends for legal micro-movie production.This thesis analyze the development of legal micro-movies, communication characteristics, coverage of public audience, characteristics of public audience and communication contents by employing literature analysis, case studies, questionnaire survey and experimental method. Data on network, scale of mobile phone users acquired from CNNIC China internet development statistical report. Using the relevant data, we employ the knowledge on communication science and psychology to discuss the communication effects of legal micro-movie in following aspects.The first section is introduction, in which the significance of this topic, literature review and methodology employed are stated. This paper is an initiative study on communication effects of legal micro-movie, and will promote the improvement of legal popularizing.In the second section, the emergence and development of legal micro-movie are discussed. Firstly, we generally described legal micro-movie, followed by the analysis on the instruction influence of traditional legal TV programs on production of legal micro-movies. Last but not the least, we analyze how do micro-movies develop under the favorable environment which is provided by new media.In the third section, the communication characteristics of legal micro-movie under the environment of new media were elaborated. By comparing the communication characteristics between new and old media, we conclude the communication characteristics of new media, especially the network media and then stretch the scope to legal micro-movie. By analyzing the communication characteristics of legal micro-movies, we discuss how advantages on communication of legal micro-movie reflect on its communication effects.In the fourth section, we analyze the communication status quo and effects of legal micro-movie under the environment of new media from the perspectives of communication science and audience by using data analysis and experimental method, and discuss the advantages and possibility of using micro-movie to popularize laws. Shortcomings of legal micro-movies found in the research are also stated in this section.According to the analysis to effects of legal micro-movies in China, we state our finding on shortcomings in current micro-movies in the fifth section and provide suggestions to improve its communication effects. We explore the developing path for improving legal popularizing effects of legal micro-movie from the cross analysis on survey on audience.The last section is conclusion. Compared with traditional media, legal micro-movies, as one of the represents of micro-movies, show their superiorities. Its mode of communication is more suitable to publics’ needs. Although legal micro-movies is still in its initial stage, it has already showed its potentials in popularizing of laws. It is reasonable to argue that with improvement of communication effects, Franco-Prussian could be achieved in the near future.