新媒体环境下微电影的“快”表达和“浅”文化.docVIP

新媒体环境下微电影的“快”表达和“浅”文化 摘 要 随着现代社会已经逐步进入“微”时代，融合了电视、电影和新技术的特点的微电影，迅速成为网民喜闻乐见的新媒体形式以及商业品牌的新宠儿。在新媒体环境下，微电影的特征不仅仅体现在“三微”（微时长、微投资、微周期）上，也体现在“快”表达和“浅”文化上。对于微电影的“快表达”和“浅文化”的研究，该论文是从微电影的叙事结构、传播特点和艺术审美的层面上来进行剖析的。 该论文主要采用文献分析法和案例分析法，以微电影《小幸感》为典型个案进行分析，探讨微电影的“快表达”和“浅文化”的特征，以及这些特征对新媒体环境下的传播效果、受众和社会文化的正负影响。该论文发现微电影的“快表达”主要体现在简约美、时效性和病毒式营销，而“浅文化”则体现在微电影的平民化、碎片化、商业化和娱乐化。这些特点是微电影繁荣的原因，也是时代发展的印记；推动了信息的传播，也让大众文化沦为商品、受众沦为消费机器。 关键字：微电影,叙事,文化,新媒体 The Fast Expression and Shallow Culture of Micro-film in the Context of New Media ABSTRACT As modern society has gradually entered the micro era, micro-film, which is a blend of the characteristics of TV, movies, and the new technology, quickly becomes a popular form of new media as well as a new favorite of business brands. In the new media context, the characteristics of the micro-film are not only embodied in the three micro (micro duration, micro investment, micro cycle), also reflected in the fast expression and shallow culture. For the research of the fast expression and shallow culture of micro-film, the paper is written in the aspects of the narrative structure, communication characteristics and artistic aesthetics so as to do research and analysis. The paper mainly adopts literature analysis and case analysis as its research methods. It takes a micro-film called Tiny Happiness as a typical case, so that the author can push forward in the exploration of fast expression and shallow culture. And the paper also attempts to analyze the positive and negative impact of communicating effect, audiences and social culture, which brought about by the micro-film’s characteristics. The paper found that the fast expression of micro-film is mainly reflected in the simple beauty, timeliness, and viral marketing, and shallow culture is embodied in populist, fragmentation, commercial and entertainment. These features are the reasons of the micro-films’ prosperity, and at the same time are the imprint of the times; they are driving the spread of informat