微电影的特征、分类及传播

On the Characteristics,Classification and Transmission of the Microfilms

微电影的特征可被概括为"少妙短巧",即内容较少、含义微妙、形式短小、构成精巧。中国当下媒体和社会认可度比较高的微电影有六种常见类型:广告微电影、宣教微电影、艺术微电影、恶搞微电影、科普微电影、校园微电影。微电影的传播是"病毒式的",可以用"无微不至"来概括,表现为三个方面:一是碎片性与海量传播;二是传播的瞬时性与快速高效;三是互动性与选择性。

The characteristics of the microfilms can be summed up in four words： small and subtle, short and artful, namely, the limited content, subtle connotations, short and pithy forms, delicate structures. Currently, there are six common genres of microfilm with high awareness in media and public ： advertisement, education, art, spoof, science, and campus. The transmission of microfilm is, as we all know, viruseslike pervasive, and its pervasiveness presents itself in three aspects ： fragmentation and mass spreading ; immedi- acy- and efficiency; interactivity and optionality.