Research On Content Production Of Knowledge Payment Products For Short Video Platform

The continuous iteration and evolution of knowledge cannot be separated from the innovation of communication technology.With the change of media environment and the emergence of artificial intelligence technology,the blowout development of short video platform has been promoted.Short video platform has become an important booster of knowledge dissemination with its large user groups and fragmented and sceneized communication characteristics.The intuitive and short characteristics of short video innovate the presentation form of knowledge production and reshape the media form of knowledge dissemination.Short video platform is becoming the fourth largest carrier of knowledge payment after graphics,audio and long video with diversified forms of knowledge payment.Become the main driving force for achieving inclusive knowledge.At present,the whole content industry Kwai and Tiktok,as the first step of the head short video platform,are playing a role in helping the vivid and efficient dissemination of knowledge.In November 2019,Kwai and Zhihu jointly issued the 'Kuaizhi Plan '.In 2020,the Tiktok Short Video Platform launched the Learning Wave Plan to promote the production of high-quality knowledge content in a cross-platform way.And two knowledge payment programs,' Kwai Classroom ' and ' Dolphin Know',were launched,which provided a creative platform for knowledge content producers and channels for knowledge realization.There have been knowledge payment products in many fields.In this paper,the case and content of knowledge payment products of two short video platforms,Kwai and Tiktok,are selected for in-depth analysis,and the characteristics and laws of knowledge payment products of short video platforms in content production are studied.The first chapter mainly analyzes the development background,causes and development status of short video knowledge payment products,and discusses the causes of the rise of knowledge payment in short video platform and the current development status from users,content creators and platform itself.The second chapter studies the types and functions of knowledge content through the sample analysis of knowledge payment products known by Kawi classrooms and Dolphin Know,and summarizes its characteristics different from other knowledge payment products.Finally,it analyzes the expression elements and presentation forms of video duration,video scenes and video texts.The third chapter studies the content production and realization mode of short-video knowledge-paid products,explores their content production subjects,analyzes the content production mode from the perspective of value co-creation,and finally summarizes and analyzes their realization mode.The fourth chapter analyzes the problems faced by the production of knowledge payment content on short video platforms and the enlightenment it brings to promote the sustainable development of knowledge payment on short video platforms.