Application Research On Commonweal Communication Based On The Short Video Platform

With the rapid development of Internet technology,the new mode of Commonweal communication derived from the Internet platform is constantly emerging,which enriches the operation mode of commonweal undertakings.After weibo,WeChat,Short video platform for the development of Commonweal communication provides a new opportunity.The huge population base,abundant external chain channels,strong capacity to direct network traffic In the era of fragmentation and the maximization of the relative information per unit of time make the Short video platform another outlet of Commonweal communication.This article study the status quo of Commonweal communication from the propagation subject,content,mode of transmission,audience,effect of the Short video platform,to found the following problems: Platform core task is not clear,the propagation subject has the tendency to mix production with broadcast;The content is crude,and there is no effective way to regulate the authenticity and timeliness.The content doesn't depend on the audience.The transmission process is too dependent on the "star effect";And it is difficult to find commonweal information.These situations do not meet the requirements of the long-term development of commonweal undertakings,and will affect the image of commonweal undertakings to a certain extent.In view of these problems,a constructive solution is put forward: The platform itself should be optimized and upgraded,and the security payment method should be improved to promote the feedback.On the Short video platform,we need to set up a vertical column of commonweal to aggregate good commonweal information;To attract audiences with innovation and to weaken the dependence of the communication process on "star effect";Training excellent content team to process and standardize the production of commonweal content;Cultivate excellent content team and carry out standardized commonweal content production;Strengthen platform supervision and so on.In communication effect research,through concrete examples,it is demonstrated that the focus of Commonweal Communication on Short video platform lies in the building of commonweal concepts and the improvement of commonweal vision.At the same time,the Short video platform feedback path is not complete,so the focus of effect research is put on the formation of cognition and attitude from the three aspects of "cognition-attitude-behavior".The study found that the audience cognition for the commonweal has a positive change,strong relationship networks play a less important role in the process of Commonweal communication.Authenticity is the primary factor influencing the effect of Commonweal communication.From use and satisfaction theory,The Commonweal communication on the Short video platform meets the psychological needs of the audience leading the commonweal.,conducive to the realization of self-value.Finally,prospects the future development trend of Short video platform of Commonweal communication,such as the introduction of VR technology in terms of content to strengthen audience immersive,on the basis of the content of professional team for the public good content of standardization production;In the form of communication,we will create a Commonweal communication based on strong social network and offline linkage,and create a public service Short video sharing platform focusing on the high-quality content of each platform.