On The Cultural Responsibility Of Micro Animation Design In The Era Of We Media

With the vigorous development of Internet technology and the increasing diversification of media,animation,as an important carrier of cultural transmission,has been presented in the context of the era of we-media.“Micro animation” is a new form of animation,which emerged as the times require.It will become a new trend of the development of animation industry in the future.It shouldered the mission of realizing cultural responsibility in inheriting history culture,spreading traditional culture and carrying forward the spirit of the times.However,some of the micro animation in media platform excessively pursuit economic interests,amplify the entertainment function,ignore other functions,and even turn a deaf ear to cultural responsibility realization of micro animation animation,resulting in a low micro superficial content,cultural taste and quality.It is obvious that the realization of “we-media micro animation” cultural responsibility is of great significance to enrich the connotation of micro animation,improve the quality of micro animation and the tune of micro animation.Based on this,the author determined the topic of “discussing the cultural responsibility of micro animation in design creation under the we-media age”,reflected the aims at the analysis of the current “we-media micro animation” lack of cultural responsibility,and proposed specific ways of cultural responsibility to achieve the promotion of “we-media micro animation” healthy development.Methods combined with literature research,interdisciplinary research and case analysis,using the classical theory of communication,psychology and aesthetics,by way of realizing the cultural responsibility of the “we-media micro animation” to realize the cultural responsibility of the advantages,the performance and reasons of lack of cultural responsibility and in-depth analysis and discussion.Firstly,the author defines the concepts of micro animation,we-media,“we-media micro animation” and micro animation culture,and sorts out and expounds the characteristics of cultural responsibility and the cultural responsibility of micro animation.Secondly,from the twoaspects of communication characteristics and communication functions,the author analyzes the advantages of “we-media micro animation”,and explains the possibility and necessity of “we-media micro animation” to achieve cultural transmission.Secondly,through the “flying saucer” and “ chuang chou dreaming a butterfly” of“we-media micro animation” as an example to analyze the current “we-media micro deletion animation” cultural responsibility performance,such as: “we-media micro animation” in the form of lack of content,and the lack of “we-media micro animation”in the value guidance on anomie.Finally,through the observation and thinking of the way of “we-media micro animation” cultural responsibility,namely the creation of animation connotation to lead the healthy development of “we-media micro animation”;“micro” to seek the design form innovation to enhance the “we-media micro animation”micro animation we-media;since the media core IP to discover,establish the “we-media micro animation” evaluation system,promote the “we-media micro animation” toward the healthy direction.