Research On The Communication Means Of Video Websites Self-made Variety Programs

In China,the development of video websites and their homemade programs has experienced the stages of starting,downturn and growing,and now it is booming with constant updating.Nowadays,there are more theoretical researches about the brand building of various homemade programs on the video websites in China,and they are mainly concentrated on its competitive strategy.According to some basic communication theories,and then adopts Mars Intelligence Agency as the example to analyze the development status of such type of programs as well as its tendency in the future.This thesis is consist of five parts.The first introduction part includes statements about the background,significance,purpose and method of the entire research.In the second part,the author analyses the development of the homemade programs on the video websites domestically,from its starting phase to its booming time and then to its brand building stage,and the reason of its rapid development is also discussed.Moreover,there are also the brief introduction of Mars Intelligence Agency.The third part is the analysis of the communication means of Mars Intelligence Agency on the online video site Youku.com.On the basis of Harold Lasswell's “5W” communicative mode.Dissection are done from five aspects,including the subject,content,channels of communication,the analysis of the audiencs and the effect of communication.The fourth part discusses the advantages and limitations of Mars Intelligence Agency,containing its success and deficiencies.The last fifth part is the inspiration of of homemade programs on the video websites,and also suggests the possible developing path.In this thesis,the author adopts some research methods as content analysis,case study,literature survey and questionnaire to conduct the systematic analysis of Mars Intelligence,focusing on the longitudinal study of its stages of gestation,formation and maturity,together with cross-sectional research about the characteristics of relevant industry at the same time.Furthermore,due to the time limit,the shortage of related resources and channels,and also the incomplete material reserves,someanalyses fail to achieve the in-depth and detailed expectation.The author hopes this thesis could provide a new perspective and some intensive reflection for relevent theoretical research.What's more,the author also wants to make her own contribution and offers new ideas to the relevant programs of the industry.