Highlights in Art and Design

ISSN: 2957-8787 | Vol. 4, No. 3, 2023

Film and Television Communication in the New Media

Era: Content Innovation in the Age of Short Videos
Chuxin Jiang
Fujian Normal University, Fuzhou, China

Abstract: With the rise of new media, film and television communication have undergone unprecedented transformations.
Traditional long-format content now coexists with short video formats, which are favored by audiences for their immediacy,
vibrancy, and interactivity. Short videos represent not just a reduction in content length, but more importantly, a shift in content
innovation and narrative techniques. This paper delves into the evolution of film and television communication in the new media
era, with a particular focus on content innovation in the age of short videos, and explores the implications and significance of
this innovation for the traditional film and television industries.
Keywords: New Media; Film and Television Communication; Short Videos; Content Innovation; Narrative Shift; Interactivity.

pattern for both creators and consumers. However, the advent

1. Introduction of the internet and subsequent digital technologies disrupted
Over the past few decades, the media industry has this status quo. First came platforms like YouTube, which
witnessed a whirlwind of changes, making it an incredibly democratized content creation, allowing anyone with a
dynamic and evolving field. Traditional broadcasting camera and an idea to reach potentially millions. Then, with
mediums, which once held an unshakeable grip on global the rise of streaming giants like Netflix and Amazon Prime,
audiences, have been both challenged and complemented by on-demand viewing became the norm, offering audiences
the relentless march of digital advancements. The transition unparalleled choice and convenience [2].
from conventional broadcasting to the dawn of digital Yet, just as the industry was coming to grips with these
streaming represented only the tip of the iceberg. Today, as shifts, a new wave of change emerged: the short video
we stand at the cusp of another significant shift, driven by the revolution. Platforms like TikTok, Instagram Reels, and
meteoric rise of short video platforms, it becomes imperative YouTube Shorts have captured the imagination and attention
to understand and contextualize these transitions [1]. of especially younger audiences worldwide. The reasons for
The age of television, with its scheduled programming and their appeal are multifaceted, from the brevity fitting into
national broadcasts, shaped cultures, influenced generations, today's fast-paced lifestyles to the interactive features
and established norms of content consumption. Then came allowing for more audience engagement.
the era of digital streaming, offering unparalleled freedom of 1.2. Overview of the Paper's Structure and
choice and on-demand viewing, transforming passive viewers
into active content seekers. Platforms like Netflix, Hulu, and Key Points
Amazon Prime revolutionized the viewing experience, This paper seeks to delve deep into the dynamics of film
bringing cinema-quality narratives to the comfort of living and television communication in this evolving media
rooms. environment. It aims to:
Yet, as profound as this shift was, the media landscape was Understand the factors driving the popularity of short
on the brink of another evolution. The introduction and videos.
subsequent global dominance of short video platforms like Examine the innovative content strategies employed in the
TikTok, YouTube Shorts, and Instagram Reels brought about age of short videos.
a new form of storytelling, one that caters to the fast-paced, Analyze the implications for traditional film and television
on-the-go lifestyles of the modern audience. These platforms industries.
not only changed the duration of consumable content but also In subsequent sections, we will explore the rise and
altered the very nature of content creation, making it more influence of short video platforms, discuss content
democratic and accessible. innovations, and evaluate the future trajectory of media in this
This paper embarks on a journey to explore these shifts, new age. By the end, we hope to provide a comprehensive
delving deep into the intricacies of how media overview of the present media landscape and offer insights
communication has been reimagined over the years. Through into its future evolution.
this exploration, we aim to provide a comprehensive
understanding of the changing paradigms and offer insights 2. Evolution of Film and Television
into the future trajectory of media in the age of short videos. Communication
1.1. Background of the Media Landscape Shift From the inception of moving pictures to today's digital age,
Historically, film and television content were anchored in the world of film and television has been in a state of
established institutions like cinema houses and television perpetual evolution. Each era has been a reflection of both
networks. Scheduled programming and longer-format shows technological advancements and changing cultural dynamics.
and movies dominated, creating a relatively predictable The early 20th century introduced the world to the marvel

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of cinema. Silent black-and-white films in grand theaters 2.2.1. Binge-Watching Culture: The Shift to On-Demand
marked the beginnings of a global entertainment phenomenon. Viewing
With the advent of sound and color, the cinematic experience Gone were the days of waiting a week for the next episode
became richer, drawing audiences into more immersive of a beloved show. Streaming platforms introduced the
narratives. By the mid-20th century, television emerged, concept of on-demand viewing, where audiences could watch
shifting the cinematic spectacle into the domestic sphere. TV episodes or movies anytime, anywhere. This flexibility,
brought a daily dose of entertainment, news, and culture into coupled with the release of entire seasons at once, gave birth
living rooms, becoming a staple of household leisure and to the "binge-watching" culture, where viewers consumed
shaping cultural conversations. multiple episodes or even an entire season in one sitting.
However, the dawn of the 21st century signaled another 2.2.2. Emergence of Original Content on Streaming
transformative phase. The rise of the internet and digital Platforms
technologies gave birth to streaming platforms, challenging Streaming platforms began to recognize the potential of
traditional broadcast models. Services like Netflix and Hulu creating their own content tailored to the tastes of their
offered on-demand viewing, breaking the shackles of subscriber base. This led to the rise of web series or digital-
scheduled programming and regional barriers [3]. only content, which didn't conform to the traditional lengths
And now, as we navigate further into the digital era, we or structures of broadcast shows. Series like "House of Cards"
witness the surge of short video platforms, a testament to the on Netflix or "The Handmaid's Tale" on Hulu became massive
world's ever-shrinking attention spans and the desire for quick, hits, demonstrating the potential of digital-first content [5].
relatable content. To truly comprehend this shift towards short
videos, it's crucial to contextualize it within the broader 3. The Short Video Revolution
trajectory of film and television's evolution.
In the following sections, we'll unpack these transitions in As the dust began to settle on the seismic shift towards
greater detail, shedding light on the factors that have digital streaming, yet another disruptive force emerged on the
continually reshaped our media consumption landscape. horizon. This time, it was the surge of short video platforms,
reshaping not only how content was consumed but also how
2.1. Traditional Broadcast and Cinema Era it was created.
2.1.1. Scheduled Programming: The Era of Prime Time
Television and Radio
3.1. Birth and Rise of Short Video Platforms
In the age before digital streaming and on-demand access, Introduction to Platforms like TikTok, YouTube Shorts, and
scheduled programming held sway. Television networks and Instagram Reels:
radio stations dictated the timing of shows, and audiences While YouTube had already popularized the concept of
organized their routines around these schedules. Prime time user-generated video content, new platforms began to
slots were particularly coveted, leading to fierce competition emphasize shorter, more immediate forms of video. TikTok,
among networks to capture the largest share of viewers during originating as Douyin in China, took the world by storm with
these hours. its 15 to 60-second videos, setting a trend that others soon
followed. Recognizing the trend, YouTube launched 'Shorts',
2.1.2. Long-Format Cinema and TV Narratives
and Instagram introduced 'Reels', both aiming to capture a
The cinematic experience was characterized by its long-
piece of the burgeoning short video market.
format content. Movies often ran for over two hours,
providing a comprehensive narrative experience. Similarly, 3.1.1. Features of Short Video Content:
television shows, while shorter than films, were still The nature of these platforms necessitated quick, engaging
significantly longer than the bite-sized content of today, content. Features like filters, speed adjustments, background
typically ranging from 30 minutes to an hour per episode [4]. music, and easy-to-use editing tools allowed users to create
visually appealing and catchy videos in minutes. Additionally,
2.1.3. Centralized Control in Content Creation and
algorithm-driven feeds meant that content was continuously
Distribution
tailored to user preferences, ensuring they always had
Content creation and distribution were primarily controlled
something new and interesting to watch.
by a few key players in the industry. These gatekeepers
decided what content made it to the silver screen or the 3.2. characteristics and Appeal of Short Videos
television, based on a variety of factors, including perceived
3.2.1. Brief and Engaging: The Rise of Short Video
marketability, quality, and alignment with the broadcaster's
Content
brand. This centralized control often made it challenging for
In an age of information overload, the brevity of short
independent creators to break through, and diversity in
videos became their biggest asset. They catered to decreasing
content was, at times, limited.
attention spans, offering quick entertainment or informational
2.2. Streaming Era: On-Demand Viewing and bites that could be consumed in the gaps of a busy day. The
Web Series immediate nature of these videos, often capturing real-time
events or trends, made them highly relevant to users.
Advent of Platforms like Netflix, Hulu, and Amazon Prime:
The dawn of the 21st century saw the rise of digital 3.2.2. Democratization of Content Creation in Short
streaming platforms that would redefine content consumption. Video Platforms
Netflix, initially a DVD rental service, pioneered this shift, Unlike traditional platforms where content creation was
followed closely by others like Hulu and Amazon Prime. mostly left to professionals, short video platforms
These platforms offered vast libraries of content, allowing democratized this process. Anyone with a smartphone could
users to choose what to watch and when. become a content creator, leading to an explosion of diverse
and organic content. This democratization often resulted in
unexpected viral trends, as users across the globe could latch

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onto a particular song, dance, or challenge, recreating it in incorporate real-time feedback, using comments or polls to
their unique way. shape narrative directions, choose between alternative
3.2.3. Interactivity and Community Engagement in Short endings, or even spawn spin-offs based on audience demand.
Video Platforms 4.2.3. Collaborative Storytelling in Short Videos
Interactivity became a cornerstone of short video platforms. The democratized nature of these platforms has fostered a
Features like duets (on TikTok) allowed users to interact with spirit of collaboration. Trends or challenges often see multiple
and respond to other videos. Comment sections became lively creators adding their unique spin, effectively co-creating a
discussion arenas, and the immediate feedback loop of likes, larger narrative tapestry. Hashtag challenges, duets, or
shares, and comments allowed creators to gauge the response videos represent this collective storytelling effort,
popularity of their content in real-time. This interactivity where individual narratives contribute to and enrich a shared
fostered a strong sense of community and engagement, with community story.
creators and viewers constantly in dialogue.
5. Implications and Future Directions
4. Content Innovation and Challenges The surge of short video platforms and the subsequent
in the Short Video Age transformation in content creation and consumption patterns
The rise of short video platforms has not only altered reverberate across the broader media landscape. Traditional
consumption patterns but also the very essence of content bastions of film and television are compelled to rethink
creation. This transformation, while ripe with possibilities, strategies, while creators and media professionals must
comes with its set of challenges, particularly when traditional navigate an ever-shifting terrain. This section delves into the
content paradigms clash with the demand for crisp, immediate implications of this revolution and gazes into the crystal ball
engagement [6]. for future trajectories.

4.1. Adapting Traditional Content for Short 5.1. Impact on Traditional Film and Television
Formats Industries
4.1.1. Challenges in Condensing Narratives: 5.1.1. Shifting Revenue Models in Film and TV
A primary challenge lies in the truncation of stories. Industries
Traditional storytelling structures, often relying on a The financial underpinnings of the film and television
beginning, middle, and end, need to be significantly industries are undergoing seismic shifts. Traditional revenue
compressed without losing their essence. Creators grapple streams, such as box office collections, syndication rights,
with conveying complex emotions, character arcs, or plot and advertising revenues, face challenges in the wake of
developments within the stringent confines of time, often shifting audience preferences. There's an increased push
mere seconds. towards subscription models, partnerships with streaming
platforms, and even experiments with microtransactions or
4.1.2. Capturing Attention: The Art of the First Few
pay-per-view models tailored for digital natives.
Seconds in Short Videos
In the short video realm, the first few seconds are crucial. 5.1.2. Adapting to Fragmented Audiences in Modern
With viewers swiftly scrolling through feeds, capturing Media
attention immediately becomes paramount. Techniques such The once-captive audience of television and cinema is now
as in medias res (starting in the middle of action), eye- dispersed across a plethora of platforms. With the
catching visuals, or intriguing hooks are employed to ensure convenience of on-the-go viewing on smartphones and the
the viewer pauses and engages. allure of bite-sized content, traditional media grapples with
dwindling attention spans and fragmented viewing patterns.
4.1.3. Concise Visual Storytelling in Short Videos
Engaging this new audience requires more than just
With limited time, every element in the frame counts.
compelling content; it necessitates multi-platform strategies,
Visual storytelling, using compelling imagery, symbols, or
interactive engagements, and real-time responsiveness.
dynamic camera movements, becomes a vital tool. Narratives
are often stripped down to their core, relying on universally 5.1.3. Balancing Short and Long-Format Content in
understood visual cues or metaphors to quickly convey Media Consumption
meaning. While some predict the decline of long-format content in
favor of shorter, quicker engagements, others argue for the
4.2. ortunities for New Storytelling Techniques enduring appeal of in-depth narratives. It's likely that while
4.2.1. Innovative Storytelling: Non-Linear Narratives in short videos cater to quick consumption needs, there will
Short Videos always be a space for immersive stories that demand more
The constraints of short videos have given rise to prolonged engagement. The key lies in striking a balance and
innovative storytelling techniques. Non-linear narratives, understanding the distinct value each format brings.
where stories aren't told in a sequential manner, have gained
popularity. Flashbacks, montages, or fragmented snippets that
5.2. ward-looking Perspectives
come together to form a cohesive whole challenge traditional 5.2.1. Blurring Lines: Hybrid Models of Short and
storytelling norms and engage viewers in piecing together the Traditional Media
narrative puzzle. The boundaries between short video platforms and
traditional media are expected to blur. We might witness a
4.2.2. Interactive Storytelling in Short Videos
future where episodic series are interspersed with short video
One of the unique facets of short video platforms is the
snippets, providing background stories, character insights, or
two-way communication channel they offer. Content is no
fan-driven content. These hybrid models will leverage the
longer a monologue but a dialogue. Creators have begun to
strengths of both formats to offer a richer, multi-layered

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viewing experience. nature of content creation means unique voices have a better
5.2.2. Future Content Innovations: AR, VR, and AI in chance of standing out.
Interactive Storytelling
The next wave of content innovation might hinge on References
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