| With the wide popularity of mobile phone intelligentialization,and mobile Internet access,the world has entered the 4G era,with network information being more characterized by“less time,moderate price,and more speed”.At the same time,the traditional graphics and text in the network content production mode has been unable to meet the needs of users,which prompted the short video industry to develop greatly.As a new form to bearinformation,short video could integrate text,picture,video and other multimedia information together,which meeted the needs of most users to express themselves and share information.With the continuous development of network technology and the widespread popularity of smart phones,the short video industry has entered a period of rapid development.The current short video industry is based on content production and platform building,and the self-media of short video,represented by "Yitiao",makes commercial profits by publishing an original short video every day,accordingly accumulating users attention,and sequentially cultivating users' loyalty.By September 2017,"Yitiao" was valued at $350 million,making it a successul case of short video content startups.Literature looke up,it is found that most of the current research in academic circles are focused on single short video application,short video advertising,or microvideo,micro-film communication analysis,which is not different from the concept of short video.There is also less overall research on the whole industry of short video."Yitiao" chosen as a case,the essay disusses its content production and the operation way to promote,from which the feasibility suggestion is put forward to.This paper discusses from five aspects,using literature research,case analysis,and induction to analyze the characteristics of content production and operation of "Yitiao".The introduction of this paper will introduce the research background of the topic,while combing the short video with the literature related to "Yitiao".Chapter 2 is to comb the current situation of short video development,and to analyze the problems existing in the development of short video.In Chapter 3,from September 1st 2016 to August 31 st 2017,the content of 183-issue short video is analyzed,and the characteristics of content orientation,character selection and audiovisual language aresummarized.From the point of view of operation and dissemination,Chapter4 analyzes "Yitiao" in order to sort out its mode of operation of.Chapter 5 is mainly a summary of the contents above.,This paper analyzes the problems existing in "Yitiao" through the 4 chapters above,and puts forward to its own suggestions in view of the problems,hoping to contribute to the research field of short video,at the same time,it can also put forward to some suggestions for the sustainable development of short video industry. |
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