文章首先对当今网络时代,新媒体的出现进行简要概述,理清“新媒体”文化现象的概念,并对当下微媒体文化产生的原因和背景进行分析,继而指出微媒体已经发展为一种新的文化形式和营销模式,在商品的宣传中起着非常重要的作用,从而找到大众生活与“新媒体文化”之间的契合点,进而指出“新媒体文化”对当今社会的现状和影响,继而指出以期当下更多的人们懂得趋利避害,积极能动地利用“微媒体”服务自身,服务生活,服务社会。 First of all, this article briefly summarizes the emergence of new media in today’s Internet era and clarifies the concept of “new media ” cultural phenomenon, analyzes the causes and background of the current micro-media culture, and then points out that micro-media has developed into a New cultural forms and marketing models play a very important role in the promotion of goods so as to find a meeting point between popular life and new media culture and point out that “new media culture” Then pointed out that more people should know how to take advantage of disadvantages and take active steps to serve themselves and serve the society by actively using their “micro-media”.