The Representation Of Short Video In The Field Of Media Ecology

In recent years,with the upgrading of technology and the increasing of audiences' acceptance,many different content of products have been emerging in the network video industry,the network drama,broadcast,short video and so on appears one by one.All of them build a new ecological environment of network video.The mobile short video,such as“Douyin??"?"Meipai ??”and "Miaopai ??”,was born in it with the chance of appropriate time.In the era of "mobile,socialized,fragmented",they achieve the chances by choosing the suitable time and the right way.“Douyin ??”short video is one of the best which had been relessed in September 2016 for the first version.less than a year and a half,the positioning of“music and short video community "detonated the market of the network video industry.In the new media ecological environment of network video,what is the deep reasons about the popularity of mobile short video by taking"Douyin ??"short video as an example?Based on the viewpoints of media ecology and media niche,this paper analyzes the reasons of the phenomenon that the mobile short video is more and more popular among the youth.this paper divides these analysis into two parts:(1)what is the niche of mobile short videos in the macro scale?(2)on the micro dimension,what is the psychological mechanism of the audience's attention and the pursuit of the mobile short video by takeing "Douyin ??"short video as an example?above two points of view,this paper could be mainly divided into 5 parts as following:the first chapter is the introduction,which mainly describes the research background,research questions and research methods.Through the review of the media ecology theory and the media niche theory,the scope of this research scope is determined.Through the analysis of the mobile short videos which have been researched at home,the research foothold of this paper about short videos is identified.The second chapter is the niche analysis of mobile short video.On the one hand,we should define the related concepts of media ecology system and media niche.And we should describe the position of mobile short video media niche from the two dimensions about the time and the space.on the other hand,we would describe the real status of the media niche about“user niche?advertising niche?content niche" from the macro dimension of mobile short video.And by describing the external environment of mobile short video,the influences between the ecological environment and media ecosystem are being analyzed.We would discuss the change of "gatekeeper" role remolding and the "communicator-audience" relationship in the process of mobile short video transmission under the new media ecological environment.The third chapter is the analysis of "Douyin ??"short video niche.By carding the development process of the 2008-2017 Internet video in the past ten years and combining with the current situation of the media niche of the short video,we point out the significance of the research about the "satisfaction-utility"psychology for the audience who used "Douyin ??"short video.The fourth chapter is an empirical study on the psychological "satisfaction-Utility" of the short video audience who had played "Douyin ??" short video.Discriminating the concept and the core idea of the "satisfaction-utility" niche theory and referring to its existing research,we design and verify the research of the audience's psychological "satisfaction-utility" by the questionnaire survey.According to the date of the questionnaire survey,the "emotional needs","cognitive needs","social needs" and "satisfaction opportunities" would be described and analyzed.The fifth chapter is the problems of mobile short video development and the proposal of niche planning to solve these problems.This paper analyzes the developing problems of the mobile short video industry,and takes "Douyin ??"short video as an example to carry out the solutions from a long-term development of ecological niche planning.