Research On Communication Problems And Countermeasures Of Short Video

With the popularity of smart phones and the development of the Internet,short video platform has quickly become a new Internet port,changing the habits of hundreds of millions of Internet users.From the outbreak in 2016 to the quick development in 2017,short video platforms have developed rapidly under the strong support of capital.At the same time,content explosion,platform melee,short video has encountered many problems during the rapid development process.The vulgar content,homogenization,and unsound business model have severely restricted the development of short video.How to find a way out in the collective dilemma has become the problem that the short video platform urgently needs to solve.Through literature survey,empirical research,comparative analysis and data research,this paper analyzes the communication problems faced by short video:the quality of the webhost is unstable?the content is vulgarized and homogenized?user loyalty is low?the copyright issue is serious?the profit model is single.This article also analyzes the reasons behind these communication problems:low entry threshold?poor government regulation?the drive of economic interests?weak platform supervision and technical limitations.At the same time,I put forward the corresponding suggestions for the follow-up development of the short video platform.The government should strengthen the management of the main body of webcast platform.Webcast platform must enhance platform viscosity,improve users' participation,upgrade the content,enrich the content and form of communication,improve channel profitability and supervision mechanism.