The Research On The Vlog Short Video Based On The "5W" Mode

There is no doubt that we have already entered the era of video.In many video products,short video has the advantages of small volume and strong interaction,and its heat is continuously fermented.However,after a period of brutal growth,the short video market tends to be saturated,and various problems are gradually exposed.At the same time,a new short video form of self expression and self presentation-video Blog,Vlog,began to emerge.As a new form of communication,the rise of Vlog has been favored by the majority of users and the capital market.Its unique production mode,communication mode and content presentation form have aroused great interest of the author.Starting from Lasswell's "5W" model of classical theory,this paper combines quantitative research methods with qualitative research methods,starting with five major research topics in the communication process,in order to analyze the communication characteristics of Vlog from the outside to the inside,hoping to provide an objective perspective for the academic community and compete for the second half of the short video field Competition provides some valuable references.The first chapter of this paper describes the background and significance of the topic,and then combs the development process and research status of short video and video Blog at home and abroad.It is found that domestic scholars' research on Vlog is just in its infancy,and the relevant research results are not many and lack of systematicness and depth,so the author hopes to carry out in-depth discussion on this basis.The second chapter of the paper firstly defines the related concepts,then summarizes the four major differences between Vlog and performance short video in content,production style,presentation mode and market communication,combs the development process and motivation of Vlog,and points out that the development of Vlog is caused by the combination of technology,capital and other factors.At last,it classifies the content of Vlog short video and generalizes the commonness of different types of Vlog,that is,different types of Vlog have the basic characteristics of content personalization,scene authenticity and narrative fragmentation.In the main part of the paper,the author uses content analysis,case analysis and questionnaire survey,according to the "5W" model.In the aspect of communication subject,according to the content production characteristics of current Vlog,this paper discusses from two aspects of professional production and user production,in which the professional production subject is subdivided into star and head net red,while the Vlog produced by ordinary users is not high-quality,but the total amount is large,the heat is high,and has unique communication significance.In the aspect of communication content,firstly,the representative Vlog samples on Weibo are selected for content collection,and the key information such as the amount of video playback,the number of fans,the number of interactions and so on are counted.Then quantitative research and qualitative analysis are carried out from content orientation and technical form,which confirms the positive significance of Vlog communication.In terms of communication channels,this paper discusses the content distribution channels and promotion channels of Vlog,including social platform represented by microblog,video website represented by B station and Vue Vlog,etc.,the promotion and publicity mainly rely on the second communication of opinion leaders on social platforms and the special activities launched following the hot social events.In the aspect of audience and communication effect,the research is based on the data of questionnaire,so the two parts are discussed together.First of all,the author collects the basic information characteristics of Vlog users through online questionnaires.According to the effective data collected,the author concludes that Vlog users are young,highly educated and female users account for a large proportion.Then it discusses the characteristics of Vlog users' use behavior,that is,the use scene is family,the use frequency is high and the main viewing channels are micro Blog and B station.Finally,with the help of "use and satisfaction" theory to analyze the audience's use motivation,the survey data shows that the main use motivation of Vlog users is to meet the demands of self-expression,entertainment and relaxation,and acquire knowledge and skills.In the part of communication effect,the author discusses from three classical effect analysis dimensions of cognition,psychology,attitude and behavior,and clarifies that Vlog has great influence on the audience in these three aspects.The last chapter of the paper is based on the present and looking into the future.Firstly,it combs the shortcomings and difficulties of Vlog in the process of communication,and summarizes them into three aspects:content homogeneity and lack of depth,single channel flow shortage and lack of mature business model.Finally,the paper gives some suggestions from three aspects:optimizing content,broadening channels and innovating profits,in order to provide some feasible suggestions for solving the current development dilemma of Vlog,so as to promote the rapid development of Vlog.