Research On The Characteristics Of Short Video Under "5W Mode"

As a new form of communication,short video is changing the way people socialize and access information.Especially in the field of news communication,the unparalleled advantages of short video in the expression of information and information subvert the production experience of original video programs and the original information information browsing experience.In 2016,the short video of information type showed a blowout development,and related content creation agencies and platforms have come into being one after another.However,as an emerging industry,while pursuing rapid development,it also faces some difficulties and problems.The industry urgently needs comprehensive and effective development strategies to guide the development of a healthy and efficient sector."Pear Video" was established in July 2016.It first positioned itself as an information short video platform and is the "number one force" for the development of information-based short video.Once it was launched,it gained widespread social attention.As a new form of communication in the news and information field,how does Pear Video achieve its content dissemination?What is unique about his communication strategy and traditional news video distribution?Does its characteristics and advantages have implications for other short video companies?What are the problems with the dissemination strategies of current information-based short videos and how can these problems be overcome?Through the research on the "Pearl Video" propagation process,it provides an academic and industry perspective,and also gives some advice on the future direction of the information-based short video.Based on this,the author conducts research on the theoretical framework of the "5W model" of communication theory,and discusses them from five aspects:On the subject of communication,Pear Video has the characteristics of combining user production with professional production;On the other hand,it summarizes the three aspects of its content orientation,technical form,and narrative style.On the dissemination channel,its content distribution channel has three-dimensional features,and it uses "opinion leaders" and initiates "launching activities".Ways to promote.Researches on audiences are discussed in terms of their basic information,use behaviors and motivations for use.The research on the effects is analyzed from the perspective of cognition,psychology,attitude and behavior.Finally,aiming at the problems in the process of its dissemination,the author provides development suggestions from three aspects:content improvement,platform optimization,and marketing,and contributes to the future development of information-based short videos.