Research On Network Communication Of Festival Short Vide

In the context of the social and economic development of Guangxi and the practical needs of regional image communication,the festival short video has become a new carrier of festival culture communication,which plays a great role in inheriting festival culture and shaping the regional image.This article selects the online communication of the music video of the theme song "March 3rd" in Guangxi as the research object,and combines the related theories of communication channels and ritual communication to explore how the short video era can make better use of short videos to construct and spread the regional image for other festival short videos.The spread of and the promotion of ethnic culture provide a certain reference significance.In this paper,first of all,through quantitative research,that is,to conduct a questionnaire survey on online audiences,to understand the audience acquisition channels of Guangxi's "March 3rd" theme song MV,and their satisfaction and forwarding rate,then select some audiences for in-depth interviews based on the survey results,Discuss the reasons for the above problems,combine the quantitative and qualitative results to re-discuss the problem,around the "March 3rd" theme song MV network communication found that there are three problems:First,the concept lags,resulting in the lack of sustainability and dissemination Coverage;second,limited channels,failed to use the short video platform to push;third,a single form,failed to form fans and stimulate their forwarding.Finally,it proposes suggestions to improve the existing communication accordi ng to the existing problems.On the one hand,the communication concept of the communicator needs to be updated,and the awareness of platform distribution should be established,and the short video should be regarded as a new communication method and concept to establish the correct platform view and user concept;In combination,we must also pay attention to activate the secondary communication of users,make good use of fan culture,lengthen the communication chain,and enhance the communication effect from multiple channels at different levels and in multiple ways.