Research On The Propagation Effect Of Short Video Of Knowledge In The Perspective Of Using And Satisfying

Relying on the rapid development and popularization of new media technologies on the Internet,the emergence of short videos has changed the way traditional information is produced and disseminated.The audience also experienced the stage of knowledge acquisition from text to graphic to video.Short video of knowledge uses short video,which is counted in seconds,and has a rich form of expression.At the same time,it has a medium of entertainment attributes and social attributes,which pulls in the distance between knowledge and ordinary people.Its "short and fast" and "dry goods"characteristics are not only in line with the media use habits of today's fragmented reading,but also to some extent relieve the "knowledge anxiety" that people have in the rapid development of society,so they quickly attract attention and attract a vote.Watching and clustering.What is the real situation of the communication effect as a new thing?How is the audience accepted?In the process of communication,there are still some shortcomings in the short video of knowledge that need to be improved.This is the main problem that this article wants to explore.Therefore,this paper takes the short video of knowledge as the research object,and uses the empirical research method to study and analyze its transmission effect.Based on the theory of use and satisfaction theory,it is believed that the audience also has five requirements of cognition,emotion,personal integration and social integration when watching short video of knowledge.The satisfaction of these five requirements is directly related to the short video communication effect of knowledge.Good or bad.According to this,the questionnaire design is carried out to sort out the characteristics of the cognitive level,attitude level and behavior level of the audience when accepting the short video of knowledge.Through the analysis of the survey sample data,from the perspective of the audience,there are still some shortcomings in the development of short video of knowledge,which are difficult to meet the cognitive,emotional,personal integration and social integration of the audience,which makes the dissemination of short video of knowledge.The effect is greatly reduced.In order to enhance the effect of communication,better use the power of knowledge,and realize the universal benefit of knowledge,short videos of knowledge should pay attention to content professionalism to meet the cognitive needs of the audience,change the expression to meet the emotional needs of the audience,and narrate the civilians to meet the individual integration needs of the audience.And pay attention to the short video topic discussion to meet the needs of social integration,so that we can give full play to the advantages of short video knowledge and promote the healthy and sustainable development of short videos.This study is mainly divided into five parts.The first part is the introduction,which is mainly to explain and study the research background,research significance,research methods and paths,research innovations and literature review of this research.The second part is related to several of the research.The main concepts and theories have been conceptually explained and theoretically explained.The third part is the quantitative research design.In the form of questionnaires,the audience's knowledge,attitude and usage of short video of knowledge are statistically quantified,and the three main factors affecting the effect of short video transmission are found by means of hypothesis verification.The fourth part is based on the third part of the research to draw the shortcomings of knowledge short-term video on the impact of communication and propose corresponding improvements.The last part is a summary of the full text and on this basis,the future development of knowledge short video is expected.