| From 1994 to 2016, the spread of the Internet is constantly shape change, and from the early PC computer terminal, to end today's smart phones, the way users access the network more convenient, people entered a mobile Internet era, smart phones, tablet PCs and other mobile terminal has been represented by the growing popularity of mobile Internet applications gradually penetrate into people's daily life, people can enjoy anytime, anywhere with the new technology brings convenience. Mobile Internet has become an important way of interpersonal communication and mass communication, it is undergoing profound changes in the information dissemination of this era. In today's information explosion, a simple text, images market has already lost, replaced by the integration of text, pictures, sound and other elements, can fully mobilize the multi-dimensional forms of human vision, hearing and sense of smell and other senses. Dissemination of information through the era of one-dimensional characters, two-dimensional picture of the times, today's three-dimensional video era, is from low latitudes to high latitudes. Mobile Internet and combine video, driving the ongoing fermentation and prosperity innovative information dissemination of the video industry. Traditional long video has been declining, the arrival of the mobile Internet spawned a short video era, the micro video application to emerged in such a background. As a mobile smart phone based on the new popular media applications, it has a portable phone, and other characteristics at any time, allowing users to watch and listen to video costs declined significantly. It is not only in the birth of fragmented information and communication needs of modern society under the fast-paced lifestyle, but also to meet the demands of the user self-expression, and the desire to be concerned about the psychological needs. Technology allows the micro video has become a hot topic in the Internet market, it is bound to be a hot future development trend of the video industry.By 2015, the government work report "Internet +" on the agenda, clearly pointed out the need to carry out the "Internet +" action plan to promote the combination of mobile Internet and all modern industries. The "Internet + Video" prosperity and growth in the video industry, but also to the form and manner of information dissemination as well as to bring new and innovative change. Volkswagen handheld smartphone can create the micro video from anywhere in the mobile terminal, no longer subject to time and space constraints and restrictions. The function of the intelligent terminal "a key share" to Sina Weibo, Tencent micro letter and other social platforms is to expand the velocity of propagation and dissemination of results of the micro video. With the micro video application of this medium has become one of the great market potential and commercial value of the popular industry. However, there must be something new generation of pros and cons of the two sides, any new media applications appear accompanied by a certain degree of unpredictability. the micro video application is no exception, in the rapid development of information technology to the public to create a more advanced and convenient living and working mode of operation, while its negative functions are paralyzed people: cultural debris brought by self-replication and division resulting in the emergence of excess information crisis, the spread of information and rapid changes in people's sense of being confused. National pastime behind and vulgar spoof information. These large-scale content no lower limit is eroding public opinion of the whole society to value orientation. In today's "natural selection, survival of the fittest" mobile Internet era of rapid change and development, and the micro video application how to adapt to the environment to occupy the market according to their characteristics? How to meet the public demand for output quality content? How to use the characteristics of mobile devices and social platforms for effective communication to promote? How will it enhance their competitiveness to optimize communication strategies? These issues are worthy of attention and discussion.Based Communication classical theory, uses and gratifications theory and gatekeeper theory, combined with the current popular the micro video application cases, analysis of the development of dynamic the micro video application, the mode of transmission, communication strategy, discussed the micro video application existing propagation and preventive solution. As a new media era of the trend, the micro video of the rise and growth there is a certain reason: increasingly sophisticated network environment, the rise of mobile media, fragmented communication context, as well as the public expression of diversity and other forms of pursuit causes of jointly promote and facilitate its rapid development. One of the innovations of the article lies in the audience as a breakthrough, through the micro video application audience survey users use habits, and explore the micro video application communication strategy from the perspective of audience research, and then look at the whole era of mobile Internet, micro video and future development of APP made a prediction. In addition, building on the micro video application mode of transmission is the innovation of this article, the author analyzes the communication process through its various nodes to establish the micro video application "user-centric loopy propagation" model. From the analysis, during transmission of the micro video application, the user of the information dissemination of the control status gradually improved, both "those who pass" is also "communicators." Spread throughout the hierarchy a qualitative change, the spread of mass communication mode upgrade from the previous model of traditional media to become flexible multi-level interactive communication mode. Spread from interpersonal to mass communication, from Focus propagated to multi-level communication, the micro video application realize the integration of various communication pattern, which is relative to the progress of the traditional media. This open, flat, equality of the propagating structures, personal connection to a distributed interactive media, social network structure. According to "uses and gratifications theory," the micro video application development strategy should consider the user's perspective, from positioning to pinpoint the target user groups; to keep up with the hot, interesting expression of content; to improve the user activity on the topic of operations initiative. It also should be noted that the micro video application currently has many problems: a general lack of cultural awareness video content, quality needs to be improved, increasingly exposed to security risks, the user has not yet formed the habit of video consumption.With the arrival of the mobile Internet era, with the TV, smart phones and other players to flourish the micro video has penetrated imperceptibly into all aspects of society, it will become the future development trend of information dissemination. In the surging Internet industry, the future development of the micro video application, although faced with numerous problems, but there are some opportunities. Developers should stand in the perspective of the audience active and innovative, exceed and enhance the function of experience, will be able to open up the micro video application development of the road to open up a new world. I want to study this issue to the micro video application this emerging field bringing new reference. |
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