浅析微电影的传播特点+文献综述
关键词：微电影；“三微”；传播渠道；传播主体；传播模式
The Shallows of the Transmission Characteristics of Microfilm
Abstract：Although the film is in the form of micro-propagation freshmen only appeared in recent years, but it has been greatly favored in a very short period of time, a very important reason is that the movie has its unique micro small investment but high-return characteristics, this makes it be accepted by a lot of cultural media companies, advertising agencies, and professional video production groups and video site in a pretty short time , and then to the overwhelming trend in the eyes of the audience. This article points out, that "three micro"s properties: micro duration, micro cycles, micro investments; benefits of new media as a new channel of communication bring to micro films: the development of new media for the micro-film create a favorable spread environment, "80" "90" group of new media audiences to become the main guarantee of success and the extreme demand of advertising camp for micro-movies because of " the Command of Advertising Restrictions "; the dissemination and propagation characteristics of the subject specialization and interactive audience to the propagation characteristics of short, concise and flexible micro-film to have a deeper knowledge and understanding, and lack of personal views put forward its proposal to today's developments and future prospects of micro-film market.
KeyWords：microfilm；three “micro”s；communication channels；the main bodies of communication；communication models
目 录
绪 论 1
（一） 研究目的、意义 1
（二） 研究现状 2
一、微电影的传播特点 4
（一） 传播本质特点：呈现“三微” 特性 4
（二） 传播渠道特点：主要采用新媒体播放 4
（三） 传播主体特点：更加趋于专业化 7
（四） 传播模式特点：与受众的互动性增强 7
二、微电影传播过程中的问题及建议 10
（一） 内容缺乏故事性、深入性和独创性，无法提起受众的兴趣 10
（二） 受众面比较狭窄，导致题材大同小异 10
（三） 市场有限，过多投入导致盈利局面尴尬 11
致 谢 12
参考文献 13
绪 论
微电影（Micro film），即微型电影，又称微影。它是指专门运用在各种新媒体平台上播放的、适合在移动状态和短时休闲状态下观看的、具有完整策划和系统制作体系支持的具有完整故事情节的“微（超短）时”（30秒－300秒）放映、“微（超短）周期制作（1－7天或数周）”和“微（超小）规模投资（几千-数千/万元每部）”的视频（“类”电影）短片[20]。2010年由吴彦祖主演的《一触即发》上映，自此揭开了微电影这一新兴电影的面纱，微电影开始进入人们的视野。发展至今，微电影不仅成为众多产品品牌营销的一种重要传播方式，例如益达口香糖的所推出的《苦优尔酸甜》系列，凯迪拉克爆红一时的《66号公路》等，这些微电影推广了品牌内涵和传递了企业文化精神，起到了很好的品牌传播效果。同时，微电影也在发展的过程中越来越贴近生活，源于生活，高于生活，无论是专业的还是非专业的群体都开始借微电影讲述感情故事、幽默故事,励志故事等，在短短的5-15分钟内，呈现出五光十色，层次各异的微电影作品。
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