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1、 New media spread way out to explore the Chinese animationPapers network: Abstract: In this paper, from the perspective of communication studies, analysis anime spread in mobile phones, Internet and other new media platform in the rapid development of Chinas animation industry today, propagation con
2、ditions encountered in the process of Chinese animation in the new media platform dissemination the problem and the direction of the development of Chinese animation in the future, should grasp the spread of new media platforms. Keywords: animation; New Media; mobile phone animation; online animatio
3、n 2011, Chinas animation industry output value reached 100 billion yuan, animation theme of the derivatives market is close to 50 billion 1 It is estimated that the Chinese animation industry has huge development space for the output value of hundreds of billions. A long time, Chinas animation produ
4、cts communication channels traditional media such as television, movies and periodicals However, the limitations of the Chinese animation development on traditional media is increasingly evident., phone and network new media platforms, the Chinese animation industry increasingly attractive prospects
5、 for development of the birth of the new media, particularly important way to spread both from a technical point of view or for the development of Chinas animation industry has opened a new chapter, to explore the Chinese animation has become in the dissemination of new media platforms way out . , T
6、he status quo of Chinese animation in the spread of new media platforms (A) of the mobile phone to provide a new way to spread for the animation The phone is one of our eras most popular, most convenient and practical new media, and the emergence of mobile phones also provide a new route of transmis
7、sion for the spread of Chinese animation mobile animation is usually interactive vector graphics technology to create multimedia animation content and mobile Internet downloads, play, forward, the mobile animation is not only a service, is also a stylish new words mobile phone animation either compr
8、essed into small format to facilitate the users to store, and can also be used as screensavers. boot animation to help users complete phone personalization is becoming a fashion favorite of the pursuit of individual young family. goal of Chinas mobile phone animation business users is also focused o
9、n age between the ages of 18 to 35 user groups , which accounted for 95% of the number of registered users of mobile phone animation 2 .2011 Total 3G mobile phone users in China reached 110 million 3, mobile phone animation has become the 3G business people generally optimistic Popular business. acc
10、ompanied Chinas 3G licenses the issuance and designed for mobile phones to create the large increase in the anime, groups of users over the age of 35 become phone potential customers anime. showed a rising trend in the number of phone animation audience. (B) network technology provides a new technol
11、ogy platform for the animation dissemination Advances in network technology, but also the spread of animation products provide a new platform and means In 2009 the number of anime sites have as many as 60,000, the number of pages increased to 300 million 4 .2011 November, is to seize the new media a
12、nimation market, Fantastic Art CCTV new Division animation, the card cool, Communication University of China and other organizations have signed a number of strategic co-operation agreement, want to build the largest original cartoon network platform to release at the same time, more than ten millio
13、n yuan Tudou After the purchase price of the Great Wall of the Qin Shiming month, Chinas first 3D martial arts series animated drama << >> network broadcasting rights 5. recent years constitute the main body of the TV cartoon network animation, TV media premiere , online media is becomin
14、g cartoons secondary sales and new channels show a new platform for the spread of the Internet media as Chinas animation has begun to take shape. Chinese animation in the spread of new media platforms bottlenecks and difficulties (A) lack of content providers, lack of sufficient direct wood support
15、Inadequate supply of new media animation content, lack of quality programs and information content as the support of the new media operators in the current mobile animation operation mode, the content providers to play a catalytic role in the industrial chain only, and can not dominate them to be ab
16、le to play the role is very limited. but also in the entire mobile phone animation industry chain also has been the lack of significant incentives to raise the enthusiasm of the creators, content weak undoubtedly constrained the phone animation production level of the upgrade, to reduce the mobile p
17、hone animation audience to attract a certain extent slowed down the pace of development of the mobile phone animation phone animation products in China main standby animation pictures, animation MTV, animation and video clips, animation clips, content is very small. Overall, domestic phone animation
18、 products, there are a small number of low quality, and the case of a single theme subject “phone anime content, 500 mobile animation user survey shows that 85% of its subscribed users of mobile phone animation mobile animation content entertaining, interesting enough, lack of new ideas 6 network an
19、imation cartoon image is difficult to form a strong sustainable development if not support the image of the original story content network resources usually have the timeliness and topicality These qualities make some cartoon image overnight popularity. Network communication content life cycle is mu
20、ch shorter than the traditional media content, if not timely follow-up, did not continue to produce high quality animation works to keep the heat of the brand, these cartoon image is likely to become instant producers Entertainment, was soon forgotten. (B) of the animation content copyright protecti
21、on New media animation content copyright protection issues are also related to the new media animation industrys ability to continue to the sound development of the key., New media animation intellectual property subject is not clear, the difficulty of monitoring, digital copyright protection techno
22、logy immaturity difficulties while with the significant the propagation cost reduction and accelerated speed of propagation, the copyright of the original animation is also faced with a greater range of hazards, phone and network original animation piracy problem has become even more serious animati
23、on industry is content industry, new media animation same request Content King “, if there is no compelling content and effective copyright protection mechanisms, will lose a source of development and power. similar with the entire animation industry, new media animation industry also be” content “d
24、elaying the pace of progress. Technical deficiencies in the promotion of new media animation process also had to face a problem. Mobile terminals, for example, can see the mobile phone animation terminal relatively small, only about 30 kinds of models sold on the market The vast majority of phones d
25、o not have built-in animation player mobile animation business vector graphics technology present form as content, there is no dedicated player can not be displayed and played currently dominate the low-end mobile phone phone market share, the memory capacity of the phone is often more limited set a
26、side to enable the program dynamically allocated memory only about 1 4MB 7, and can not support multimedia image processing applications. now part on the mobile phone animation groups of consumer desire is the lack of low-end mobile phone holders. technically in a certain extent, affected the animat
27、ion playback and the users viewing experience, and to limit the development of new media animation. (C) the spread of new media animation channels relative to a single The current spread in China, the mainstream media is still television media. Compared to the network in the new media has become a m
28、ovie, TV works the second player platform, network anime and phone anime rarely played in movies, on television situation. cartoon image of the new media is difficult to enter the fields of film, television, up to expand the relatively difficult. many mainstream media too often despise network anima
29、tion and mobile phone animation might mainstream media animation caused new media animation placed in the marginalized the position, resulting in new media animation is difficult for the audience to have a lasting impact, the establishment of the new media animation brand difficult On the other hand
30、, the network anime and mobile phone anime format, when the long, often associated with TV the platform hardly compatible forms of content and new media animation fragmentation is difficult to form a body mass on the scale, and thus into the appropriate airtime and sustained transmission within a ce
31、rtain time span more difficult, thereby constraining new media animation products spread to other platform expansion. (D) new media animation yet to establish a mature business profit model Mobile animation and more customized telecom operators in the three main market is fragmented disorder. Variou
32、s telecom operators and content service providers did not find a suitable entry point, failed to achieve large-scale earnings. Headquarters of the mobile operators lack enough market-driven investment, enforcement of local companies have also been missing. Too low, SPs sharing ratio also affect the
33、enthusiasm of doing business, restricting the development of the mobile phone animation. While not a major factor in the mature profit model is also limiting the development of the Internet and animation online animation to achieve long-term development needs The creators continue to introduce new p
34、roducts to cater to the needs of the audience. creators the corresponding mature profit model as the backing to support their own survival and development. Now it seems that a lot of the Internet and animation production, the issue also did not find healthy, sustainable profit model, so it can not b
35、e long-term supply and stable quality anime, thereby constraining the sustainability of the development of the Internet and animation. as the promotion of the Internet and animation anime sites lack adequate funding and marketing. specialized anime sites mostly anime enthusiasts rely the animation s
36、pecial website set up by the power of individuals or small groups, most of them young students , or just took to social positions, there is not much economic base to support the development of the site. anime sites are the most important way to profit is the four go to ad networks, working for large
37、 advertising sales and earn Click divided into. advertising alliance basically show a free pop-up (usually 4 to 5 yuan / 1000IP) or clicks (usually 45 to 55 / 1000IP) the number of billing, the price is very low 8 At present, Chinas Most of the less well-known anime sites, less access, attractive to
38、 Internet users is not strong enough, the very limited amount of clicks to bring anime sites online advertising. do not have sufficient funds to support the development of the anime sites and marketing model, to a certain extent, restricted the development of the Internet and animation. Third, the C
39、hinese animation in the way out of the new media platforms Links to free papers Download Center http:/ To solve the lack of content and the status of new media such as mobile phones and network animation, should earnestly new media animation content development and protection as the development stra
40、tegy of the new media, animation, cut from the content link to leveraging and activation of the entire new media animation industry development course, this also requires the government in the future to provide more policy support in content creation, it is necessary to take full advantage of both t
41、he rich resources of traditional animation, such as the stability of the authors, content material, these new media animation development laid the basis of a very good content, many the phone animation and network animation content are selected directly from the traditional animation but the phones
42、main audience is mainly the adult population over the age of 18, and our traditional animation audience there is some dislocation, to some extent limit the play of new media animation features, hinder the development of independent new media animation. therefore also animation products developed spe
43、cifically for mobile phones, networks and other new media terminal, take the new media Anime personalized routes. should also encourage consumers of new media animation added to the content creators ranks, all mobile phone and network users have the opportunity to create their own content through mo
44、bile phones and network platforms demonstrate or provide to other users , has a show of their own space anime Also, the development of a rich variety of animation content for different audiences, and to fully tap the needs of the audience, allowing a wider audience to develop animation new media con
45、sumption habits. (A) the protection of intellectual property rights to improve the management of Internet information network publishing In the protection of the intellectual property rights of new media animation, it is necessary to improve the relevant legislation published by the Internet and inf
46、ormation networks, centralized management of copyright transfer and authorization to implement the works copyright voluntary registration system, the effective realization of the self-protection of the creator of the new media animation. image of sustainability, not only to ensure adequate animation
47、 content and effective copyright protection mechanisms also need to strengthen the construction of the new media animation brand brand building is the animation industry is fundamental to achieving sustainable development by developing a series of mobile phone animation Internet and animation clips,
48、 and taking full advantage of the interactive features of the phone and network platform to extend its lifetime, the audience evaluation popularity anime, continued high-quality content to keep the heat of the brand. increase user viscosity, thus creating the brand influence to achieve outstanding n
49、ew media anime sustainable development. (B) the introduction of professionals to provide technical support for animation New media animation development also needs to attract more professionals and technical support through the organization of the Internet and animation writing contest, excellent phone anime selection activities to reward talent to create outstanding works to encourage more people into let more people see their future devel