The Transmission Strategy Of Micro-animation In The Context Of Fragmentation

Marshall McLuhan said in "understanding media" : the media is an important symbol to distinguish different forms of society,the emergence and use of each new media,the arrival of a new era.With the development of modern digital information and Internet technology,micro-blog,We-Chat and other new media research and development and extensive application,we have to admit,Micro-era comes suddenly."Fragmentation context micro era",not only make people during this period of life and the way of reading has changed greatly,the basic form of production and dissemination of cultural changes,or even directly lead to "aesthetic transformation of micro era",in the present continuous fragments,and personalized mobile Internet the social environment,we should not only see the emerging micro media to bring convenience,should also pay attention to behind the communication cost is extremely low,various crisis cultural contents and problems.Animation art,as a comprehensive audio-visual art,animation industry as an important pillar of China's cultural industry,to actively spread the culture should not be underestimated.In this fragmented era background,the animation industry has evolved a new form,that is,micro animation.Compared to other audio-visual art form,micro animation is the art team in the "light cavalry",because of its long,micro micro micro production cycle,cost three micro features in the creation and dissemination of such shows many advantages,in the wireless network technology and the rapid development of mobile terminal platform now become an active power in the creative industries and cultural communication field,especially micro animation works due to a broad audience,spread fast,short but can show the advantages of sublime words with deep meaning,vigorous vitality and huge potential.In this paper,since twenty-first Century Chinese "micro age" as the basic cultural context,analyzes the current consumer society aesthetic transformation and diversification of the phenomenon of "fragmentation" and explore the related cultural symptoms,and thus further,from the perspective of cultural dissemination characteristics of micro animation,focus on the analysis of its spread in the advantage of "fragmentation" the communication context and identify problems exist,the development prospects of micro animation making their predictions,and continue to explore in the context of fragmentation,as much as possible to play micro animation in the great advantage of the mobile Internet era,to enhance the communication effect,play a positive role in the cultural heritage of innovation,driven by the activation of the cultural and creative industries the chain of the healthy and orderly development,to enhance China's cultural soft power with a powerful force for the new cultural order to guide contemporary social media to provide.A new way of thinking and strategy.