微电影的类型及传播效果研究

发布时间：2018-05-26 22:16

本文选题：微电影 + 类型　；参考：《重庆工商大学》2013年硕士论文

【摘要】：微电影发展至今，业已形成较为完备的产业链条，同时产生了一系列优秀的代表作品。丰富的类型支持与良好的传播效果为微电影聚集了一大批受众群体，同时也为微电影的发展提供了新的要求，因为一种媒介的发展与繁荣，离不开围绕在这种媒介周围的一系列因素的共同支持与配合。就微电影自身来说，广告型微电影、公益型微电影、电影型微电影、作者型微电影等都为微电影的作品打下了数量的基础。它们脱胎于不同的领域与方面，但均汇聚在微电影的门类之下，形成了丰富的微电影种类。在个案的研究与剖析中，也更加明晰了不同种类微电影在内容、风格等方面的独特性，从而整理和归纳出四种种类微电影的普遍性和特殊怀。在传播效果方面，微电影传播的宏观效果与不同种类微电影的传播效果相辅相承。在广告型微电影的传播效果研究中，我们发现了它的传播隔阂、有限效果、可信性效果与休眠效果；在公益型微电影的传播效果研究中，我们发现了它的议程设置与警钟效果；在电影型微电影的传播效果研究中，我们发现了“沉默的螺旋”和“培养”；在作者型微电影的传播效果研究中，我们发现了意见领袖和两极传播对传播效果的影响以及使用与满足。这些宏观与微观效果共同支撑起微电影传播的总效果，让我们得以从大众传播的效果研究中汲取营养，，更加充分地挖掘出不同种类微电影传播效果的特性。通过典型作品的传播效果分析，我们不难找到微电影持续发展的希望与动力。同时，由于微电影自身媒介的局限性，微电影正遭遇着生存的隐忧，发展中的不均衡也可能随时将这一新兴媒介拉下神坛。因此，向多种媒介平台的延伸，在类型与内容上的不断丰富，力求在艺术性和商业性上的共同繁荣，不仅有利于微电影得到更为广泛的支持与认可，更有利于微电影产业的持续发展与微电影创作的长盛不衰。
[Abstract]:With the development of micro-film, it has formed a relatively complete industrial chain and produced a series of outstanding representative works at the same time. Rich type support and good communication effect bring together a large number of audience groups for micro-film, but also provide new requirements for the development of micro-film, because of the development and prosperity of a medium. It is inseparable from the support and cooperation of a series of factors around this medium. As far as micro film itself is concerned, advertising micro film, public welfare micro film, film micro film and author micro film all lay the foundation for micro film works. They are derived from different fields and aspects, but they all converge under the category of microfilms, forming a rich variety of microfilms. In the case study and analysis, it also makes clear the uniqueness of different kinds of micro-movies in content and style, so as to sort out and sum up the universality and special thoughts of the four kinds of micro-movies. In the aspect of communication effect, the macro-effect of micro-film communication is complementary to that of different micro-film. In the study of the communication effect of advertising micro film, we find its communication barrier, limited effect, credibility effect and dormant effect, and in the study of communication effect of public welfare micro film, we find its agenda setting and alarm effect. In the study of the communication effect of the film microfilm, we have found the "spiral of silence" and "cultivation", and in the study of the communication effect of the author microfilm, We have found the influence of opinion leaders and bipolar communication on the communication effect, as well as their use and satisfaction. These macro and micro effects together support the overall effect of microfilm communication, so that we can draw nutrition from the study of the effect of mass communication, and fully excavate the characteristics of different kinds of microfilm communication effect. Through the analysis of the transmission effect of typical works, it is not difficult to find the hope and motive force for the sustainable development of micro-film. At the same time, because of the limitation of microfilm itself, micro-film is encountering the hidden worry of survival, and the imbalance in development may pull this new medium down the altar at any time. Therefore, the extension to a variety of media platforms, the constant enrichment of the types and contents, and the common prosperity of art and commerce are not only conducive to the wider support and recognition of microfilms, More conducive to the sustainable development of micro-film industry and micro-film creation of the long-lasting.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905

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