The Study On Characteristics And Impact On Video Websites IQIYI In Eyes Of Media Ecology

In this ever-changing era, information dissemination has undergone enormous changes.At the same time, with the great progress of communication technology, leading to a variety of emerging mass media emerge in endlessly. Video website as a product of the needs of the times, has become one of the most popular emerging media. In this case, "love art" as a typical representative of the video site, in recent years continue to occupy the use of time, the number of users and user coverage and other major indicators of the industry first, the society has an increasingly 'important impact. In fact, the development and application of the emerging media are imperceptibly changing people's communication activities,ways of thinking and way of life, and even profoundly affect the whole society's economic, political,cultural and other levels, this phenomenon has received increasing attention.In this study, the video website "iQIYI" as a specific research object, using the method of case study, literature analysis, Trying to base on the core theory of media environment, the dissemination of complex phenomena from the macro and micro analysis of interpretation.First of all, on the basis of related works, academic papers and other research materials, the combination of static theory and dynamic analysis, the video site and its main representative"Love Art" since the birth of a historic comb and explore. Then, according to the theoretical framework of media environment, this paper explores the media characteristics of the video website "Love Art" from the characteristics and characteristics of the "love art" and the characteristics, bias, media type and nature analysis. On the Evolution of "Love Fantastic Art" Based on McLuhan's Theory of Quotis Theory. And then through the medium of static analysis and the analysis of the evolution of the media environment, progressive transformation from individual, media structure and macro social three aspects analyze the effects of "iQIYI".Finally, this article embarks from the practice and application value,according to the actual situation in China,The audience should raise the media literacy,participate in social construction; Media should promote media fusion, strengthen the responsibility consciousness; The government should intensify supervision, strengthen the policy support, to jointly promote video website media environment balance.