Analysis Of The Communication Value Of Douyin Short Video

In the past two years,the government has issued a policy on Internet development,requiring the Internet to speed up and reduce fees.China's Internet users have also shown steady growth.In the era of fragmentation,the audience's access to information has become rich and diverse,and short videos have emerged as the times require.Douyin is a dark horse in the short video industry and reached the peak of the short video platform in 2018.At this time,the analysis of the propagation value of short videos is of profound significance both in theory and practice.At present,the development of short video has not yet entered a mature stage,and various modes are still in the process of exploration.Based on this,the author establishes a set of evaluation mechanism of communication value(including universality,accuracy,convenience,rapidity,sociality and continuity)to judge whether short video with tremble has communication value in several dimensions.And the problems and solutions to other short video platforms represented by Douyin.This paper is divided into four parts.The main contents of the first part include that the background and related concepts of the short video.Short video enters the public's field of vision in an emerging medium,which is inevitably different from traditional video.Therefore,judging the category of short video is the starting point of the research.At the same time,the author summarizes and combs the concepts of communication and value based on the literature and set mine evaluation criteria accordingly.The second part mainly describes the development status of Douyin,including the development history,the classification of content creators,the status quo of the audience and the status quo of platform channels.In my opinion,the content creators of short vedio platform can be divided into individual creators,media creators,self-Media creators and enterprise creators.According to the data of iRdesearch,the size of the audience is 200 million users.There are two main channels for the transmission of Douyin.The first way is to build an internal content ecological closed-loop,and the audience communicates with each other.The second way is to rely on the external platform for content linkage.The third part is one of the core contents of this thesis.The two characteristics of communication and value are used to define the propagation characteristics of the Douyin,and discussing whether Douyin in keeping with this standard.It includes the setting mechanism of characteristic evaluation criteria,demonstrating whether it has communication value and how it spreads from the aspects of content,channel and mode of communication.The fourth part is another core point of the thesis.The author sets the criteria for judging the value of Douyin according to the content of the speech on the cultural aspects of the Chairman of the 19 th National Congress,including communication,guidance,influence and credibility.Communication is the foundation,credibility is fundamental,and guidance and influence interact.Judging the spread value of the short video from the perspective of "four forces" and summarizing the spread value of the Douyin.The fifth part of the main content is the problems and solutions of short video in China.Based on the discussion of the first two parts,this paper summarizes the shortcomings of short video,such as lack of gatekeepers,serious homogeneity,overcentralization of technology distribution,and puts forward some solutions to the above problems,including improving the content audit mechanism,improving the algorithm distribution and so on.The main innovations of this paper are as follows: 1.Combine the theory of communication with the most popular short videos.2.Establish a communication value judgment model and analyze and demonstrate the short video of shaking.