| With the continuous interaction and influence between consumer culture and mass media,mass audio-visual products that take into account commercial benefits and entertainment value emerge in endlessly.In recent years,the Internet audio-visual content has been updated iteratively,and the field of short video and network variety has developed rapidly.As the product of the integration and interaction of short video and network variety,micro variety has provided a new driving track for platform content producers and producers,and has also become a new research direction of the industry and scholars.Focusing on micro variety,this paper summarizes the causes,definition,type division and development status of the birth of micro variety with a new content form and in connection with the consumer cultural background,and mainly discusses and summarizes its development strategies from the two aspects of content production and operation of micro variety.In addition to discussing the micro variety cases that have been launched on various platforms,It will also analyze the specific program production links of personal graduation work flasher ID,and think and prospect the positive performance and problems of micro variety in the market from the perspective of consumer culture.Through research and analysis,the author found that micro variety and other online audio-visual products are also affected by consumer culture,have obvious commercialization attributes,create a rich symbolic consumption experience for the audience,reflect the characteristics of marketization,personality circle and interactivity in the content production and operation path,and effectively promote the industry competition and optimization.On the whole,micro variety is still in the stage of slow development and has not broken the circle effectively.Industry practitioners need to constantly improve their sense of social responsibility,pay attention to grasping high-quality ideas and values while pursuing commercial interests,continue to output refined content,create IP value,and link multiple channels to continuously promote wonderful content.They should not only actively explore and innovate,We should also face up to the embarrassing situation of micro variety shows in the audio-visual market and strive to create long-term social influence. |
