The Narrative Features And Communication Strategy Of University Image Micro-films

In "university spirit" as the core but has a good personality "university image" as the current competition in the education of a special "weapons" and intangible assets. Strengthen the construction of university culture, and Spirit, and shaping the image of the University and more important for the survival and development of the university. With the advent of "visual culture", film and television media will undoubtedly become the best university vector image shaping and dissemination of university culture, more and more universities started shooting videos of their own image, which appears occasionally works, but also exposed a lot of problems, a lot of videos of "impractical" way of expression is not only unable to meet the aesthetic needs of today’s audience, it is echoed and contributed to the utilitarian tendency of university, model of the production process also lead to wide dissemination and few recognized works. In this context, many creators began to discover and explore new forms and styles of images to shape and disseminate the image of the University, with its micro-film "emotional, fashion, diversity," and so won the favor, this study Object "University image micro movie" came into being.University image micro movie, by definition, is to spread and shape the image of the University of the spirit and content of the micro-film. As one of the sub-type micro-film, its own narrative and communication have followed the laws of micro-film, such as fragmentation of the narrative structure presentation, communication channels rely mainly on new media platforms, but compared to other types of micro-film, it the expression of the theme, the narrative mode and communication between specific strategies are closely linked with the university culture, and due to the different functions and demands, there are certain differences between individuals. As the number of works University image micro movie increasing, mixed phenomenon more obvious, and one in fine possess visual experience and culture of each work is to be pursued. In the narrative theme, they should hold the whole progress of human society to promote positive energy; build on in the text, they should artwork exudes originality and beauty; on the communication strategy, they should keep up the pace and the audience demand, this kind of work in order to make a good image of the University and shaping a positive spread. We want to summarize the experience and rules to create more excellent university image micro movie to pass on university spirit, university culture propagation.