Research On Communication Strategy And Communication Effect Of Information-oriented Short Video

With the fast development of Internet Technology,mobile new media continue appearing and updating from Weibo to Wechat,to contemporary mobile short-form video.As a result,the time of mobile new media is coming.China hasn't formed a market for short-form video until 2015.The market then entered its explosive growth period,which brought many famous brands of short-form video like MiaoPai,MeiPai,Kwai and Tik Tok,and some of them have already succeeded in expanding their influence on international stage.Most of the platforms are entertainment-oriented though,there are still information-oriented short-form videos sticking to their features of news reporting.Considering the present news consuming behaviors characterized by mobilization,video and socialization,this paper takes Pear Video,one of the successful examples of information-oriented short-form videos in China,as the object to study its communication strategy and communication effect against the background of mobile Internet.Based on Lasswell's 5W theory and L&S hierarchy of effect model,this paper analyzes the communication subject,content,channel,audience and effect of Pear Video.The paper examines the first four parts by literature review,example analysis and content analysis,and for the communication effect part,questionnaire survey are used with the help of SPSS software.The hypotheses for communication effect are proved right: Audience's media cognition for Pear Video positively influences the attitude for Pear Video and also the intention of continuing using Pear Video;the attitude positively influences the intention of continuing using Pear Video.Besides,the Pear Video's communication effect is neither good nor bad and on a middle level,and the intention of continuance use gets the lowest grade.In the ending part,this paper also gives some advice to improve its status quo according to the above analysis and survey results.