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新媒介的主要特征是“数字化”与“互动性”。GIF(Graphics Interchange Format)作为近年来在互联网上流行的新型内容传播载体,正成为一种新的传播媒介。本文利用拉斯韦尔5W模式为分析框架,分别从传播主体、传播内容、传播渠道、传播对象和传播效果五方面分析GIF的传播过程,并根据其传播过程的特点提出其未来的四个发展趋势,即作为再混合文化、社群的构建工具、内容的聚合器和病毒传播的广告工具。
The main features of the new media are “digitization” and “interactivity.” GIF (Graphics Interchange Format) is becoming a new medium of communication as a new type of content transmission carrier that is popular on the Internet in recent years. In this paper, Las Vegas 5W model is used as an analytical framework to analyze the process of GIF transmission from five aspects: the main body of communication, the content of communication, the channel of communication, the object of communication and the effect of communication. According to the characteristics of its communication process, four future developments Trends, that is, as a remix culture, community building tools, content aggregators, and advertising tools for viral transmission.