Research On The Interaction Of Short Videos On The Official Microblog Of The Paper

The rapid development of Internet technology drives the continuous progress of social media,which gradually permeates People's Daily life and work.From web1.0,2.0 to 3.0,every media technology progress is accompanied by a huge change in the way people communicate with each other.The current development of mobile social media breaks the limitation of time and space in the real world and transfers the face-to-face communication between individuals to the virtual space on the network.Weibo,as the main social media in China,is favored by many Internet users because of its low threshold of entry,convenience,ease of use,rapid dissemination and strong interaction.At the same time,in the era when interactivity has become an important feature of the Internet,more and more audiences are no longer satisfied with the consumption of news,but show a strong desire for interaction.The development of microblog provides a more open and equal communication platform for people.This paper select thepaper.cn's official microblog short video as the research object,the microblogging platform short video interaction ritual,interactive elements and influencing factors of interaction analysis,through in the surging news released official weibo short video content,on the basis of the current situation launches the research content and interaction,and in view of the current surging news official weibo short video development put forward the corresponding strategy.This research is mainly divided into three parts.The first part is mainly to summarize the previous research on short videos on thepaper.cn's official microblog,and to discuss the development status of short videos on thepaper.cn's official microblog.Based on the theory of interactive ceremony chain,the paper analyzes the interactive ceremony on weibo.The second part mainly conducts an in-depth analysis on the subject,content and media of the interaction in the short videos on the official microblog of thepaper.cn,and collects 1872 short videos released on the official microblog of thepaper.cn in November and December 2019 and January 2020 for research.With the help of content analysis,this paper discusses the interactive behaviors such as comment,thumb up and forwarding of the short video of thepaper.cn in the current weibo platform.On this basis,the paper summarizes the characteristics of the short video interaction on the official microblog of the paper,and finds out how the media content and the presentation of the content affect the interaction between users and the media.Finally,based on the analysis of the release time and presentation mode of the short video content on the official microblog of the paper,the paper proposes some useful methods for the development of the short video on the official microblog of the paper from four aspects,namely,sender,content,media and audience.