Research On Communication Mode Of "Pear Video" Information

With the development of Internet and mobile communication technology,various new media have sprung up,and with the continuous updating and improvement of media,it has brought great convenience to people’s life and work.At the same time,the channels and status of users’ access to information have changed greatly.In the era of traditional media,the audience can only passively receive the transmitted information in one direction.Nowadays,the elite voice is weakened,and ordinary users can become information publishers.With the help of advanced shooting equipment,mobile phone and other mobile intelligent terminal tools,information can be spread anytime and anywhere.In a fast-paced life,short videos of information classes appear to enable users to access information The channel has also undergone earth-shaking changes,and all kinds of information with the help of video form to meet the user’s fragmented reading habits.The "pear video ",which focuses on information reading,follows the trend of the times and has developed rapidly since its launch in November 2016,when short videos were still in a state that has not been excavated.As the representative of short video of information class,the research of "pear video" information dissemination mode will play a certain reference role for the future development of short video industry of information class.The research object of this paper is "pear video" information,using Raswell’s theory of five elements of communication to analyze and study.In the first chapter,we sort out the connotation and general situation of short video,information video,pear video and communication mode respectively,which leads to the rationality of research on communication mode.The second chapter discusses the value and significance of communication mode,discusses the value and significance of the communication mode,and closely analyzes the communication mode around the five communication elements of "pear video ",such as the main body,the content,the channel,the user and the effect of communication.The third chapter is the summary of this thesis,expatiates "pear video" resources the deficiency and countermeasure of communication mode.In the aspect of control analysis,the author analyzes the three aspects of constructing global audience reservoir,creating original column and editing team responsible for quality control.In the aspect of content analysis,the author analyzes three aspects: focusing on social and character content tendency,carefully creating hot topic,short and fine essence content,and finds that pear video focuses on mainstream content combination in communication content.Frequency "APP "-based own platform is suitable for the construction of brand channels,Baijia and Penguin account are potential distribution channels,the author believes that " pear video " in the transmission channel focus on the whole network to form a linkage effect;in user analysis,respectively,the user basic information,user needs and close to the user analysis,that " pear video " in the dissemination of users focus on de-elite " catering" users;" pear video" effect analysis from the user cognition,attitude and behavior level analysis,the author thinks that the dissemination effect of the high efficiency.Finally,the author summarizes the shortcomings of the "pear video" communication mode,mainly the conflict between the shooting mechanism and the commercial realization,the content depth needs to be improved,too dependent on social media,the own platform traffic is low,the user stickiness is insufficient.