Analysis Of "Pear Video" Propagation Based On 5w Mode

In 2016,the subdivision of the short video industry in China has changed,and some short video applications have begun to develop in the direction of refinement and perpendicularization,among which information short video has attracted the attention of content entrepreneurs.Pear Video,founded by Qiu Bing,a former CEO,was launched in November 2016 as an aggregative short video app for information.As a new short video application,Pear video has some problems while pursuing rapid development.Based on this,this paper takes the Pear video as the research object,uses the communication theory "5W" mode system from the Pear video communicator,the dissemination content,the dissemination channel,the dissemination object and the dissemination effect five parts carries on the analysis.On this basis,the problems in the process of development are analyzed,and the optimization strategies are put forward.Since its launch,Pear video has formed a video content production team with external and internal communicators as its core,and Pear video attaches great importance to training photo maker worldwide,who together with other original residents constitute external communicators.The role of the internal communicator is taken up by the regional director and the editorial department.Among them,content and users are the core of the development of short video industry.Before,information short video is the main content section of Pear video.After lead into the introduction of live video,live and short video become the main content of Pear video.Pear video users are a group of active,like to share,with the "disseminator”and "the recipient" dual identity of the user.In order to improve the efficiency of content distribution,Pear video uses mobile and social communication channels to transmit the content to users in time.The communication behavior of the media is aimed at achieving good communication effect.The powerful content production team of Pear video ensures that its content can be transmitted to the audience in a very short time.The spread of high-efficiency is the more prominent spread of pear video effect.At present,there are still some problems in the spread of pear video,that is,the spread of content has the trend of excessive entertainment,video copyright will cause disputes among users and the profit model is not optimistic.Therefore,Pear Video should establish a strict guida nce and control system internally,improve the value of spreading content,solve the problem of video copyright after consultation with users,and draw lessons from other successful cases of short video applications to broaden its own profit model.