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Communication mode and effect analysis of the micro film

Author: WangLin
Tutor: ChangQing; ZhaoNianMin
School: Shandong Normal University
Course: Journalism
Keywords: micro film Communication Model Communication effect
CLC: G206
Type: Master's thesis
Year: 2014
Downloads: 20
Quote: 0
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Abstract

With the continuous development of Internet technology and the rapid rise ofnew media, new media era has come. After weibo and tiny said, micro film era standin front with a new attitude.Although the rise time is short, its development degree ison a roll. Under the wide limit factors such as restriction, advertisers gradually turnedto rely on the network platform to release the micro film field, make the micro filmand commercial factors combined with the successful cases are increasing, win-winresults prompted a micro film with commercial color become a trend of the micro filmdevelopment in the future. Micro films are not as simple characters, images marketinginformation that is difficult to cause the interest of consumer, with high quality,interactivity, ascending, more attention has been paid to the advantage of the brandvalue and created a new media era of a new marketing mode.Based on the new media era background, this paper has a detailed analysis andstudy of micro film transmission elements. And through the interpretation of macrointegration and microscopic multi-level building, propagation mode for micro film ofinnovation to provide a frame of reference.Specifically, the thesis consists of five parts, the first part is introduction, mainlyfor this topic research background, research significance and research status, and themicro film that a study of related concept is defined, this paper introduces the thesismainly USES the research method and research process.The second part generalizes the main cause of the rise of micro film, thedevelopment of the micro film is divided into three stages, elaborates on thedifference between the micro film and other forms of video, and on the basis ofcomprehensive analysis on the micro film classification system.The third part is mainly to analyze the spread of micro film mode. In general, thespread of micro film should be mainly including investment, production, broadcast,spread, source of funds, this article through to the micro film script production, theproduction of production and so on link analysis, on this basis, the main transmission channel of micro film and four kinds of main mode of transmission introduced one byone analysis, thus constructs a propagation mode of appeal to a large audience.The fourth part is the questionnaire analysis, select a higher attention in thenetwork of micro film Take The Happy Home2013, micro film is the product of thenew media age, the main platform is a network, so the author uses the network in theform of questionnaire survey, make the scope of the investigation of the questionnaireis more extensive, compared with traditional questionnaire and recycling effectivequestionnaire data analysis, and statistical results will be displayed visually in theform of chart. Through detailed analysis of survey data, the third part summarizesarchitecture model produced by the communication effect of various kinds of microand macro.The final part is based on the four parts in front theory and investigation analysis.The paper forecasts the development trend of micro film, as well as to how to promotethe sustained and healthy development of the micro film market provides severalsuggestions, and I hope this paper can provide some help to the healthy developmentof the micro movie.Micro films as a new means of public communication, case study focuses on theanalysis of the industry, apparently, we still don’t have a comprehensive systemanalysis about the new thing. The author as the research object, on the basis of thetheory of mass communication, put it in today’s new environment carries on theanalysis of network transmission, study the communication effect, and how the mostbasic communication model, what are the main factors that influence thecommunication effect, and probed into the micro film advertising marketing how canachieve the best effect.But because of the limited academic background and research level, there may bea lot of shortcomings in this paper. Please review the teacher comment, thank you.

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