Study On The Content Presentation And Communication Mechanism Of Vlog From The Perspective Of Social Immediacy

At present,video has become the mainstream media format for people to express,share and interact,In recent years,the rapid rise of domestic short video platform has made short video extremely hot.Vlog as a new short video form combining authenticity,personification and life.Coming into people's sight from various social platforms,it has formed a new order that is both realistic and ornamental,forming a "Vlog craze".The major platforms tried to launch a large number of support strategies,began the development of the domestic Vlog industry layout.Vlog entered China in 2006 and rose again in 2017.After a year of hibernation,it became popular in all media industries in 2018.Its content presentation and expression mechanism show obvious communication characteristics,Its unique authenticity expression principle,life-style creation background,personification expression mode,immersive experience atmosphere and other characteristics meet users' needs in consciousness,emotion,cognition and other aspects,Exactly in line with the core content of social presence theory.Therefore,this paper takes social telepresence theory as the main theoretical support,Combining the knowledge of journalism and communication,VUE Vlog,douyin,weibo and other popular Vlog communication platforms are taken as the research environment,Through argumentation and case analysis,makes a preliminary analysis on the presentation and transmission mechanism of Vlog contents from the perspective of social immediateness,Hope to provide some ideas and references for Vlog to develop in a healthy and orderly direction.This study is divided into four parts,In the first part,the author use the literature research method to explain the background and development of Vlog from four aspects: technology,business,public demand and social environment.The second part use the content analysis method to study the content classification,mainstream platform,creation subject,production and communication of Vlog works from the perspective of popular works.The third part combines the case analysis method and the questionnaire survey to deeply analyze the release,distribution,interaction and reception of Vlog works.The fourth part,based on the theory of social telepresence,examines and reflects on the problems faced by Vlog field,and summarizes the existing problems at the level of consciousness,emotion and cognition,put forward the optimization strategy of deepening the communication of common consciousness,improving emotional connection and improving cognitive ability from the perspective of platform and audience.,and expands the possibility and direction of Vlog application.