Research On The Content Creation And Communication Effect Of Political Issues On Short Video Platforms

With the maturity of short video application and the explosive growth of users,short video platform has become a mobile social application closely related to the daily life of the public like Microblog and WeChat,and the content communication mode of short video is different from the traditional media communication mode,showing its unique characteristics.With more and more government and media accounts entering the short video platform,political issues have gradually become an important part of content production and communication in the short video platform.Research on the effects of content production and dissemination of political issues in short video platforms will help us further understand the characteristics and rules of content production and dissemination of political issues under the content dissemination mode of short videos,and conduct public opinion guidance and shape social consensus in business practice.This article takes the topic of "Guarding Hong Kong" in the TikTok platform as an example,and through data mining and crawling,this paper analyzes the characteristics of the account attribute,content publishing time,short video content time,content topic attribute of the short video under the topic content by content analysis,and tests the relevant influencing factors of the dissemination effect of the short video of political issues..For short videos under the topic of "Guarding Hong Kong",media accounts and government accounts are the main publishing subjects;in terms of publishing time,content publishing time is generally ahead of user's active time;in terms of formal features,most of the short videos are concentrated in 10-50 seconds,of which the number of videos with a duration of 10-20 seconds is the most,and they are highly infectious in both visual and auditory aspects;In terms of content features,the main content is event reporting,and the expression of content is generally more emotional.The above short video account attributes,release time,form and content all affect the communication effect of political issues to a certain extent.Among them,media accounts have a better communication effect on political issues;the duration of short video content has a weak negative correlation with the communication effect(user participation index),and the longer the instant video content is,the worse the communication effect is;the closer the content elements in political issues are to the public,the more likely they are to attract the public's attention and participation;and the different intensity of short video content is reflected Emotion has no linear relationship with user participation index.Combined with the results of data analysis and research findings,in view of the current situation of short video content production and dissemination,this paper also puts forward corresponding strategies and suggestions from different dimensions such as short video content producers,short video platforms and relevant government management departments,such as conforming to the form,characteristics and user habits of short video,avoiding excessive entertainment,paying attention to the audit of content sources,strengthening the observation and response of non-institutionalized political participation,and doing a good job in public opinion monitoring of short video platforms For the reference of content producers,short video platforms and relevant management organizations.