Research Of Short Video Communication Strategy And Effect

Since the first introduction of online videos to China in 2004,such capital forces as venture capital has extensively and profoundly influenced the online video industry.As a result,the industry develops rapidly and watching or making online videos becomes a major way of recreation for Chinese netizens.According to CNNIC's 38th China Internet Development Statistical Report,as of June 2016,there had been 656 million mobile netizens and 513 million online video users in China,with an online video usage rate of 72.4%.At the same time,the huge information flow generated by the Internet is increasingly fragmenting information source and content,which makes it difficult for people to concentrate on reading long-length texts.Additionally,short videos that mix text,voice and image together present information in a multi-view,visual and three-dimensional manner,which coincidently matches with the communication characteristics under the current network environment and therefore fully satisfies the public's need for expressing and sharing information,enabling them to make better use of their fragmented time.The lowered requirements for releasing short videos not only contribute to the fast growth of the industry but also lead to a large number of similar and irregular videos and rare high-quality ones.Moreover,the few studies in the current academic circle mostly focus on short video platforms,short video advertisements,micro videos or micro films,and on analyzing the business model and operation strategy of new media enterprises according to management and marketing theories.There are hardly any literatures about the communication strategy and effect study of content-oriented short videos,so filling that gap is the innovative point of this paper.Given the said situation,this paper studies the overall communication strategy and effect of Yitiao,a new media platform successful in both communication and development,according to Lasswell's 5W theory and communication effect theory and by employing such research methods as case analysis,content analysis,literature analysis and questionnaire survey.This paper is composed of four chapters.The first chapter is the introduction part that clarifies the research background,purpose and significance and sums up the research achievements of predecessors.On this basis,it analyzes and defines the concept of short videos and goes further to analyze and sort out the short videos on the current Internet.The second and third chapters are the main body of this paper.Since content and user are crucial to the development of short videos,the second chapter analyzes the communication subject,communication content,target audience,communication channel,and profit model of Yitiao by utilizing the 5W method,and thereby summarizes the characteristic of its communication strategy,namely the"Gatekeeping" nature of communication subject.Such characteristic is manifested in highly unified content,consistent production standards,accurate user positioning,principle of segmented communication,multiple communication channels and the linkage of media platforms.The third chapter explores,from the perspective of target audience,into the communication effect of Yitiao by questionnaire survey and the statistical analysis with SPSS.The audience,motivation for following Yitiao,content reading and forwarding,and the audience's participation in e-commerce are analyzed successively.Besides,this chapter also makes a comparative analysis between the data results of questionnaire survey and the contents of the second chapter.The fourth chapter is a summary of the preceding chapter:the ultimate purpose of all communication activities is to create good communication effect.By analyzing the status quo of Yitiao and studying its communication effect,this paper discusses the development course of short video enterprises with a view to providing practical reference for relevant new media enterprises to adopt their operation strategy and making humble contribution to the communication and future development of short videos.