Research On The Creation Characteristics And Communication Strategies Of “Screenlife Movie And Television” From The Perspective Of Media Situation Theory

“Screenlife movie and television”came into being in the Internet age when media was highly developed and audiences’ media usage habits changed deeply.Its appearance has not only changed the way of traditional film and television production,but also changed the way audiences watch movies by replacing "screen" with "monitor".New technologies bring new media,new media create new situations,and then affect behavior,which proved the advancement of “media situation theory” once again.In this way,This paper takes "situation" as the dependent variable of "screenlife movie and television" creation on the one hand while also takes it as the independent variable that affects the propagation effect of "screenlife movie and television".In which way the paper explores the creation characteristics of "screenlife movie and television",as well as the new strategies adopted to attract the audience under the influence of context as an intermediary factor.This research is mainly divided into seven parts.The first,introduction,mainly introduces the origin and connotation of“media situation theory”,and then explains the topic basis,research value and innovation of combining the“media situation theory” with the creation characteristics and strategies of "screenlife movie and television".And on the basis of previous research,the research status of this study is integrated and sorted out,and the research methods are preliminarily formulated.The second part sorts out the basic concepts related to the research.Including the definition,development process,subject matters and distinction of similar concepts of "screenlife movie and television".The third part analyzes the creation characteristics of "screenlife movie and television" from the perspective of film and television research,in order to recognize the difference between "screenlife movie and television" in the basic film and television production convenience and traditional film and television.The fourth part discusses the changes in the situation of wathing "screenlife movie and television" on the basis of the third part,and raises a question "how does screenlife movie and television arouse the audience’s interest in watching under the influence of this situation".Section V is devoted to answering the above questions.Firstly,we survey the audience’s viewing experience through the empirical analysis of the evaluation of "screenlife movie and television".Then,borrowing the relevant theories of design,we try to analyze the communication strategy which build this kind of viewing experience.After a general understanding of the unique features of "screenlife movie and television",the sixth part of this research examines "screenlife movie and television" from a dialectical perspective,points out its problems in the early stage of development,and puts forward corresponding optimization suggestions.