Research On Dissemination Strategies Of Short Food Videos

In recent years,with the popularity of smart phones and the rapid development of short videos,gourmet short videos,as an important content of its vertical segmentation,gradually occupy an important position in short videos with their unique life style and strong appeal.At the same time,due to the convenience of its production,it has ushered in an upsurge in the creation of short food videos.This article mainly adopts literature research method,data analysis method and case analysis method to study the current dissemination status of gourmet short videos,and explains the related concepts,development history and classification of gourmet short videos,and discusses information dissemination technology and audience needs.Analyze the reasons for the rise of gourmet short videos in four aspects:own advantages and continuous vertical segmentation of short videos.In terms of the current situation of the spread of gourmet short videos,it is mainly analyzed from the three levels of communication subject,communication content,and communication channel.And then raised the problems of the current gourmet short videos: the communicator is not attractive,the communicator's personal brand influence is weak;the quality of audiovisual content is uneven,and the creative content is highly homogenized;the dissemination channel is too dependent on social platforms,dissemination Restricted scope,overly dependent on algorithms,and lack of checks;videos cannot meet the high-efficiency and diversified needs of the audience,and cannot meet the individual needs of the audience.In response to these problems,the introduction of "drama theory","symbolic interaction theory","weak connection theory" and other theories to analyze them,and put forward: to create a personalized personality to attract users' attention,rely on professional knowledge to create personal brand image,rely Professional operation team support;audiovisual content is artistic to stimulate audience presence,content segmentation and optimization,and form a unique style;strong and weak connections are combined to achieve three-dimensional and precise communication channels,algorithms and manuals are combined,two-pronged;based on expected effects,Create a number of highlights,based on the audience's acceptance psychology,and meet individual needs and other strategies.Trying to sort out and expand the spread of short food videos in my country theoretically and explore a development path suitable for short food videos in my country,and provide practical guidance for the production of related short food videos.