How to understand and grasp the main types and characteristics of new media art

First, the connotation of audio-visual new media program form

"Program" originally refers to artistic works of literary performances. After the birth of radio and television, with its great advantages in electronic communication speed and coverage, it quickly became the main media of mass communication. Almost all artistic programs have been spread rapidly by virtue of their advantages, so the word "program" has also been extended from literary performances in radio and television to all projects broadcast by radio and television stations. John Fiske, an American scholar, believes that "program is a clearly defined and marked part of TV output." It has clear boundaries in time and form, and is similar to other programs in category, but there are obvious differences. We know that advertisements are not part of TV programs. We know when one program ends and another program starts. A program is a stable and fixed entity. It is produced and sold in the form of commodities and arranged by the program planner. Therefore, in a broad sense, programs can be understood as the contents and forms spread through different media. However, this understanding is too broad. With the help of relevant scholars' research on TV program forms, we can better understand the connotation of new audio-visual media program forms in a narrow sense.

There are many different understandings about the definition of TV program form. Some researchers believe that "TV program form refers to the form of TV program expression corresponding to TV program content, which is the core of TV program production mode and provides TV processing methods suitable for different contents". Some researchers also believe that TV program form is the style and movement state of TV program content, including the name, theme, content, form and duration of the program, but it cannot be ignored that "TV program form has been given new meaning in the contemporary era-the so-called program form is the basic mode of TV program design". Some researchers believe that "program form is an existing form of radio and television programs, which has a relatively stable external form and internal structure according to different combinations and different functional orientations."

Summarizing the research of relevant scholars, the connotation of TV program form roughly includes the following aspects: ① TV program form is the expression form and structure mode of TV program content; (2) The form of TV programs is in a state of constant development and change; ③ The form of TV program and the significance of TV program design mode. These studies on the form of TV programs have important reference significance for better understanding the form of audio-visual new media programs.

If we look at audio-visual new media programs from a historical perspective, the so-called "audio-visual new media programs" should be different from traditional radio and television programs in content and service functions with the birth and development of audio-visual new media. This kind of program either has a different mode from traditional radio and television programs in structure form, or has a new expansion of traditional radio and television programs in service function. In short, audio-visual new media programs should be the content, form or service that traditional radio and television broadcasting platforms do not have. Therefore, even traditional TV programs, such as TV dramas and TV columns, broadcast on new media platforms are not audio-visual new media programs.

This paper briefly summarizes the connotation of the new audio-visual media program form as follows: 1. The new audio-visual media program form refers to the content, form or service different from traditional radio and television programs, and its prominent feature is the interactivity based on Internet technology. Two, the program form of audio-visual new media refers to the programs or services provided on the digital new media platform. Third, the program form of new audio-visual media is constantly moving and developing, and new categories will appear and mature with the development of new audio-visual media.

Second, the types of audio-visual new media program forms

At present, the research on the form of audio-visual new media programs has just begun, and there is no ready-made classification standard to follow. The author believes that the types of audio-visual new media programs can be classified from three aspects: broadcast platform, technical application and content innovation. However, no matter what the standard is, the program form of new audio-visual media should be "a program form that the traditional broadcast platform of radio and television media does not have". Following this basic premise, this paper attempts to classify various new audio-visual media program forms by examining various new program contents and service functions in the process of the integration of radio, television and the Internet.

According to the audio-visual new media broadcast platform classification. At present, the broadcast platform of audio-visual new media programs is mainly a new media form produced by the integration of traditional TV and Internet, including network video and IPTV produced by the integration of TV and Internet, and mobile TV produced by the integration of TV and mobile Internet. Accordingly, new forms of audio-visual media programs have emerged, such as online video columns, IPTV and interactive TV content, and mobile TV programs.

According to the content of audio-visual new media programs. During the development of new audio-visual media, due to the changes in the relationship between communicators and audiences, the enhancement of audience participation, the increase of micro-fragmented content, and the innovation of technology application, new audio-visual media program forms such as citizen video news, micro-movies, new media dramas, rich media advertisements, and electronic games have emerged.

These new forms of audio-visual media programs are not available in the current traditional radio and television broadcasting platforms. They were born in the development of new media, or merged with the technical characteristics of new audio-visual media inspired by the content of traditional TV programs, thus showing strong vitality. The former includes citizen video news, IPTV and interactive TV content, electronic games and rich media advertisements, while the latter includes micro-movies, new media dramas, online video programs and mobile TV programs. Each new audio-visual media program form has its own different birth, development process and typical characteristics.

1, microfilm

Microfilm is a short-term and low-cost video art content product, which can be produced and played on the multimedia platform. In the new media era of sharing, interaction and communication, the essence of microfilm is an image way of participation and dialogue. The types of microfilm can be divided into: advertising microfilm, star microfilm, customized microfilm, game microfilm and so on. The most important reason why microfilm can become a new form of audio-visual media programs is the popularity of "micro-content" in the network age. The emergence of network broadcasting platform and the dual prosperity of micro-content creation and dissemination have changed the content ecological environment of new media. The rise of video websites such as YouTube, Youku, Tudou and Liujianfang, the prosperity of UGC (user-made content) and the participation of social professional production forces have made "micro-movies" enjoy "micro-time" and become the new favorite of mass cultural consumption. In this sense, it is the platform and space of the network that has created "micro-movies" and made it a well-deserved form of new audio-visual media programs.

2. New media drama

New media drama is a kind of film and television drama program with the characteristics of free and flexible viewing and rich types, which is produced and disseminated by relying on the new media environment. New media dramas, including online dramas, mobile phone dramas and public audio-visual carrier dramas, have the characteristics of short production cycle, low production threshold and low investment risk. Foreign online dramas originated in the 1990s. It is generally believed that the brand advertisement "Location" of information products such as Apple is the first online drama in the United States. In 2000, a China original online drama "Primary Colors" was uploaded to the website. In 2005, Shanghai Wenguang and Shanghai Mobile jointly launched the mobile phone drama "New Year Stars". In 2006, Youku.com, Ku6.com and other video sharing websites were launched one after another, and more and more online dramas emerged. In essence, new media drama is a "variant" of traditional TV drama on the network video, mobile video and mobile TV broadcasting platform. Its short time has become a remarkable feature that distinguishes new media dramas from traditional TV dramas. Generally speaking, the duration of a single episode of a new media series is about 10 minute, which largely depends on the "micro-time" that users watch in a mobile environment. At the same time, tailoring for the group characteristics of network users and the broadcasting platform of audio-visual new media has also become a qualitative provision for new media drama to become one of the forms of audio-visual new media programs.

3. Citizen video news

Citizen video news is a short video shot, produced and published by the general public on the Internet platform, which reflects, reports, records and investigates recent or ongoing facts by using the picture and sound symbol system. Wu Xinxun and Wang classified citizen video news into five categories: public domain, personal experience, active investigation, pre-planning and video synthesis. Cai believes that there are four sources of citizen news: on-the-spot experience, own events, investigation reports and self-reports. In the form of expression, citizen video news is very different from traditional TV news. For example, citizen video news, generally no reporters, no hosts, no news clues; Because of non-professional equipment shooting, the picture is not clear, the lens is sometimes unstable, and the use of push-pull panning is not reasonable. However, it is precisely because citizens' own judgment of news value, unprofessional interview and shooting, and the use of music and subtitles are different from those of mature TV news that their unique program morphological characteristics are more prominent and obvious. On the one hand, the rise of citizen video news is due to the popularity of digital cameras and computer editing systems, on the other hand, it also shows the enhancement of civil society participation consciousness. At present, this new form of audio-visual media programs has developed reversely to the traditional TV broadcasting platform, showing great vitality.

4, network video column

When the network video program develops to a certain stage, there are network video programs with obvious column characteristics such as fixed website broadcast, fixed program duration and fixed host, which belong to original network programs and are not broadcast on traditional TV stations. For example, the self-made online variety entertainment program Dapeng Cuo, which was broadcast in Sohu.com from June 5438 to October 2007 10, the original news commentary column Xiaoliu Brick Shop, which was launched by People's Network People's TV Channel at the end of 2009, and the original online talk show column Spicy Scholar hosted by Dr. Lin Bai of China Communication University (the net name is White Wolf in the Woods), Tencent.com, etc. During the 20 12 London Olympic Games, Phoenix New Media launched the original Olympic programs "Deng Yongqiang Five Rings" and "London Afternoon Tea", which were broadcast simultaneously in prime time on several member stations of Henan Satellite TV and Shenzhen Satellite TV CUTV (city joint network TV) 10, becoming the latest example of network video programs impacting the traditional TV broadcasting platform.

5.IPTV and interactive TV content

The so-called "IPTV and interactive TV content" refers to a new interactive program and service project presented on IPTV or two-way interactive cable digital TV with TV as the receiving terminal based on network technology, which is different from the traditional TV media interactive program form. Such as TV surfing on TV, interactive games, virtual communities, telemedicine, video calling, newspaper subscription and so on. IPTV and two-way interactive cable digital TV combine traditional TV content and Internet content. Users can choose live video, video-on-demand and time-shifted TV, and they can also browse information, study at home, entertain and exchange videos. Generally speaking, IPTV interactive content can be divided into "human-computer interaction" and "interpersonal interaction". At present, IPTV and two-way interactive cable digital TV in China are mainly based on video-on-demand human-computer interaction, and interpersonal interaction with TV as the medium is gradually increasing.

6. Mobile TV programs

Mobile TV programs refer to content items played on mobile TV. Mobile TV programs are obviously different from traditional TV programs in program arrangement, screen capture, sound effect, subtitles, visual communication and program mode, and become an independent new audio-visual media program form. China's mobile TV business began at the Boao Forum for Asia held in Hainan in June 2003. At that time, nearly 70 related video news produced by Hainan TV News Center were spread through two mobile TV networks, China Mobile and China Unicom. In 2005, Shanghai Oriental Dragon Mobile TV Company invested in shooting the first mobile TV series "White Legend" shot with high-definition camera in China. Mobile TV is a brand-new audio-visual media, which is very different from traditional TV in communication environment and audience demand. With the popularization and development of digital multimedia broadcasting, short video programs that meet the characteristics of mobile media are increasingly favored by the market. At present, in the world, new video programs that are independent of traditional TV programs and conform to the characteristics of mobile media communication, communication environment and physiological and psychological characteristics of mobile TV audiences have attracted more and more attention.

7, video games [9]

Electronic game is an entertainment activity based on computer platform and digital technology, which encourages players to participate voluntarily for the purpose of getting physical and mental pleasure, and requires players to follow specific rules and goals and be independent of daily life. Experience is the core of video games. The influence of electronic technology on game experience includes visual experience brought by screen, tactile experience brought by input technology innovation, interactive experience brought by internet and so on. At the same time, the development of electronic technology will bring more immersive game experience to players. The innovation of gameplay, the simplification of interaction, the innovation of art and the richness of music, and the development of game technology can make it easier for players to enter an immersive environment, thus deepening the game experience. Electronic games, as a new form of audio-visual media programs, endow participants with the function of role-playing. The "audience" of traditional TV has become an "actor", performing or competing in designed specified situations and game rules. This new audio-visual media program form is obviously superior to traditional audio-visual programs. Due to the close combination of electronic games and commerce, its types have developed to a high degree and the pace of industrialization is very fast. At present, a new kind of remote sensing interactive game appears on TV screen.

8, rich media advertising

With the development of technology and the maturity of consumer market, multimedia forms such as voice, image and text have appeared. People generally refer to the combination of these media forms as rich media, and advertisements designed with this technology are called rich media advertisements. In short, rich media advertising is a form of internet advertising program with interactive function with users, which is produced by various network technologies. The development of network technology provides technical support for rich media advertising, and the huge market space brings inexhaustible power for rich media advertising. The maturity of new media art ensures the perfect presentation of rich media advertising creativity. The emergence of pop-up, floating, interactive, flash, Java, 3D, video and other rich media advertisements has enriched and expanded the audio-visual expression and imagination space of traditional TV advertisements, and finally made rich media advertisements a new form of audio-visual media programs on the Internet platform.

Third, the characteristics of audio-visual new media program forms

Due to the characteristics of the new broadcasting platform, the application of new technology and the change of communication concept, the forms of audio-visual new media programs are constantly innovating and evolving, and gradually show some basic characteristics.

1, a new broadcasting platform

The new broadcast platform determines the corresponding changes in the form of audio-visual new media programs. Taking mobile TV programs as an example, mobile Internet transforms mobile phones from simple mobile communication tools into mobile audio-visual multimedia with Internet access function. The functions of mobile Internet, mobile TV and mobile newspaper are integrated. Due to the portability, portability, real-time, direct consumption and other communication properties of this "fifth medium with body temperature", smart phone terminals have achieved rapid quantity growth and market popularization. Correspondingly, mobile TV has also developed rapidly, becoming a "compensatory media" for traditional TV anytime and anywhere in the era of cross-screen communication. However, because the use environment of mobile TV is mostly outdoor or noisy public places such as stations and docks, the content and form of mobile TV programs need to be adjusted on the basis of traditional TV programs to adapt to the changes of this mobile media platform and audience receiving environment. For example, the communication characteristics of mobile TV viewing determine that the duration of a single mobile TV program should be shortened, and traditional large-length and long-term film and television dramas cannot be reproduced and broadcast on mobile phones. At present, the method commonly used at home and abroad is to extract the essence of paragraphs from traditional film and television dramas and adapt them into short video series of mobile phones within 5 minutes. For another example, the mobile phone screen is smaller than the TV screen, which determines that the screen characters with smaller fonts commonly used in traditional TV programs are not suitable for mobile TV. Moreover, we should pay more attention to the audience of mobile TV in all kinds of programs specially made for mobile TV editors. Try to use close-ups and close-ups, and use less distant views and big distant views to facilitate the audience to watch on the mobile phone screen. It can be seen that the communication characteristics of mobile phone media determine the difference between mobile phone TV programs as one of the new audio-visual media programs and traditional TV programs. Different broadcast platforms have different requirements for video programs, which guide the innovation and evolution direction of new audio-visual media programs.

2. New technical support

Audio-visual new media is the product of the combination of media technology and information technology development, and it is constantly maturing and perfecting with the cross-integration of various related technologies. At present, media technology and information technology are in the trend of digitalization, networking and integration, among which broadband, IP and higher-level intelligence have become the technical highlights of this era. These technological changes are constantly promoting the innovation of media forms and promoting the integration of traditional media and new media. Accordingly, with the support of new technology, the new audio-visual media program forms are gradually developing towards digitalization, networking, interactivity, intelligence and application software, which are more and more different from traditional TV programs.

New technology has changed the structure, transmission, operation, production, program, content and reception of traditional radio and television. Although traditional radio and television receivers are becoming more and more portable, they still face competition from BlackBerrys, iPod, videophones, smart phones and other devices that can receive audio and video signals or digital signals through the Internet. What is more noteworthy is that, with the support of emerging technologies, the forms of new audio-visual media programs, including "Webisodes", have challenged the fundamental attributes of the broadcasting system.

With the in-depth development of media convergence, the application software of audio-visual content dissemination in audio-visual new media terminals is becoming more and more powerful. At present, the embedded operating system and embedded application software of smart phones have rapidly penetrated into smart TVs, Internet TVs and IPTV terminals other than mobile phones, computers and tablet computers. The information processing ability of digital chips is getting stronger and stronger, and the application of software embedding technology is becoming more and more extensive. The innovation and application of these technologies have brought strong development momentum to the innovation and evolution of new audio-visual media programs.

3. New interactive participation

Mark poster called the Internet-led "two-way decentralized communication" the "second media era" to distinguish it from the TV-led "broadcast communication mode". [13] This division is intended to emphasize the communication characteristics of new media interaction and participation. Inspired by this idea, we can also divide the communication of video content into "audience acceptance communication" and "audience participation communication" from the audience's point of view. In "audience-receiving communication", the audience is passive and mainly accepts the content of one-way TV communication; In "audience participation in communication", the audience is active. In addition to receiving information, they can also search information and even upload their own content for other users to share. The two-way interactive communication characteristics of the Internet have brought great convenience to the interactive participation of the audience, and the two-way and interactive characteristics have become the remarkable characteristics of the new audio-visual media program form different from the traditional TV program. Such as citizen video news. Through the active participation and sharing of the audience, this video content information collected by the audience has gradually formed a new form of audio-visual media programs with obvious "unprofessional" characteristics, which is different from the news broadcast on TV and has become a participatory "grassroots report" made by citizens. Another example is IPTV and interactive TV content. IPTV realizes the new application of "virtual community" by embedding some Internet interactive functions in TV terminals, and viewers can realize video calling, karaoke, private messages, messages and so on. Even through the cooperation with banks, TV shopping, electronic payment and other services that users can swipe their cards directly at home have been realized, which greatly expanded the space and scope of "human-computer interaction" and partially realized "everyone interaction" through TV terminals. In addition, there are immersive experience and role-playing functions of video game programs, which fully embodies the distinctive characteristics of audience interaction and participation in the form of audio-visual new media programs.

4. New expressions

Audio-visual new media programs should be different from traditional radio and television programs in structure, or have new expansion in service functions. Judging from the connotation of this concept, the new audio-visual media program form should have a new form of expression different from the traditional radio and television programs, which is a qualitative provision for the new audio-visual media program form. Try to illustrate: micro-movies, new media dramas, mobile TV programs, etc. Can be classified as "micro-video". Its outstanding feature is that the time of a single program is short, which is suitable for viewers to enjoy and watch with fragmented time; The outstanding performance of new audio-visual media program forms such as online video columns and citizen video news is that the production is slightly rough or even unprofessional compared with traditional TV programs, and there are obvious differences in the application of music and subtitles; IPTV and interactive TV content greatly enrich and surpass the traditional TV program content in terms of "human-computer interaction", "interpersonal interaction" and the expansion of communication service functions; Video games and rich media advertisements are fundamentally beyond the scope of traditional TV programs, and they are brand-new interactive innovations and evolutions from program forms to technology applications.