Research On The Communication Strategy Of Micro Variety Shows In The New Media Era

With the advent of 5G,the media industry has undergone tremendous changes.There is less and less demand for newspapers,radio and television;In contrast,the demand for computers and smart phones is greater.Entertainment gradually changed from fixed place,fixed time and fixed form of content information to reading various forms of information anytime and anywhere.The emergence of cloud computing and big data makes personalized push more in line with people's needs,among which video accounts for the largest proportion.The doubling of network speed has also led to the reform of video,from the content,dissemination,operation and other aspects have undergone earth-shaking changes.The strategic layout of the Internet gradually extends to video variety show.The change of people's living habits and the explosion of short videos gave birth to the new variety show micro variety.Since the first star show "network micro variety" launched by youku tudou in 2016 and received a considerable number of hits,various video websites started to develop their production after seeing its development prospect.With the emergence and development of a large number of micro variety shows,the program content has become more and more vertical segmentation,broadcast content has become more and more refined,IP industry is becoming more and more mature.While bringing convenience and happiness to people,it also affects people's cognition and behavior.In this paper,the micro variety show as the research object to carry out a systematic study,from a macro perspective to analyze the causes of its emergence and popularity.Compared with the traditional variety show,micro variety show has a "point-to-point" contracted production platform,a low-cost and inspiring public praise operation platform and a multi-channel communication platform.Compared with the network variety show,the two have a high interoperability,but there is still a gap.In terms of theme selection,micro variety show is more limited,with intensive focus,better performance in a short period of time,and more "life oriented" style.Micro variety shows are short in time,with short and effective intensive content and program elements that match tonality,and integrate elite culture and popular culture.From the perspective of marketing mode,micro variety shows have strong social attributes and are good at evolving from single network to multi network and multi service,and at the same time,they will use virus marketing to promote the brand.In this paper,the micro variety programs produced by Youku,Tencent,watermelon video and other mainstream video websites since 2016 are taken as cases.Based on the theories of communication,media culture and network communication,literature analysis,case analysis and content analysis are used to systematically study the micro variety programs in China.It is found that micro variety shows have the advantages of low-cost,rapid communication in the early stage,strong immersion,high program efficiency and short cycle.In addition,it has the characteristics of great communication power,high credibility and decentralization.But it is also easy to cause information cocoon room.Based on the analysis of the current situation of the program,this paper puts forward some suggestions for micro variety programs.First,we should strengthen the program quality control,second,we should pay attention to the accurate positioning of user data and the long-term development of program IP,and finally,we should pay attention to the interaction between users and programs.In order to achieve the long-term and vigorous development of micro variety programs.