A Research On The Context Construction And Development Strategy Of The Multiscreen Party Takeing The Party Of TMALL Double Eleven As Example

Since the development of Mobile Internet,the media industry has experienced many reforms and explorations.At present,context communication has become a brand-new media technology innovation,context elements have become the core of the "Internet + " era,and are building a brand-new teaching relationship with unprecedented strength At the micro level,it becomes a means of information adaptation and meeting the needs of the audience.At the macro level,it produces a new empowerment paradigm and reconstructs social relations.In the face of the rapid development of Mobile Internet,TV media actively explore their own development direction,to channel and content as a breakthrough,to complete the upgrading and transformation of the new era.The Multiscreen Evening Party is a development thought for the TV Evening Party in the media age under the thought of "Internet + TV".The alternation and development of the Multiscreen Evening Party make the new media and the traditional media merge constantly,break the competitive relationship between them in a real sense,and gradually become a complementary information dissemination system.It is worth noting that context thinking can provide new ideas and methods for the construction of TV Multiscreen Evening Party,which should also follow the rules of communication in the era of contexts.In this paper,theoretical analysis,literature analysis and text analysis as the research method,to the nearly four years of tmall party as an example,to study the context construction and development strategy of the Multiscreen Party.In the introduction,it discusses the definition and Research Status of the theory of screen-spanning and context.In the first chapter,it analyzes the significance of screen-spanning to the construction of the party context from four aspects: context elements,context entrance,context adaptation and context perception The second chapter explores the strategy of context construction of the Multiscreen evening party from the three elements of space and environment,social atmosphere and cultural value In the third chapter,it expounds the far-reaching influence on the media industry and the Social Development under the context era,and puts forward the development strategy of the context era in the fourth chapter.Through the study of Tmall Multiscreen Evening Party,this paper enriches the theory of context in the early stage of development,validates the existing achievements of Multiscreen communication research,and provides new development ideas for the context evening party in the Media Age.