Research On The Interactive Effect Of Publishing Short Video Reading Promotion And The Influencing Factors Of User Emotion

Reading promotion aims to stimulate the public's interest in reading,guide the public to the correct understanding of the value of reading.The development of emerging social media has led to the development of reading promotion channels.The promotion of social reading in the form of short videos caters to the interests of the public,making reading more opportunities to appear in the public's vision and bringing new models for reading promotion.Short videos are more in line with the reading habits of users at a fast reading pace.The main body of reading promotion uses short videos to disseminate knowledge and information,which will greatly improve the efficiency of reading promotion.A large number of publishing have settled in and used short video platforms to spread the importance of reading and high-quality reading options and channels to the public.Therefore,it is necessary to explore the current development status of publishing reading promotion in the short video mode.Select the two short video platforms with the most active users,Tik Tok and Kuaishou,to collect and summarize information about publishing,and to understand the current national publishing‘s application of short video media from different perspectives such as publishing level,geographical distribution,ecommerce establishment and utilization,and reading promotion content.The study found that the utilization rate of short videos in authoritative publishing needs to be improved,and the development of short video reading promotion is closely related to the regional economic level.Book recommendation,life knowledge,and literary knowledge video content with real person recommendation and element-made presentation forms are the primary choice of publishers,and they are also the most popular content and mode among the public.The theory of interactive ritual has theoretical guiding significance for the analysis of interactive effects in publishing short video reading promotion.This article analyzes the conditions and results of interactive ritual in publishing short video reading promotion from the perspective,and constructs a short video interactive ritual element model and result derived model for publishing.This article obtains interactive behavior data such as the number of likes and shares of the publisher's Tik Tok short video accounts to construct the publisher's short video account communicability index DCI,uses SPSS.21 to measure the correlation between different behavior variables,and explores the dissemination effect and interactive effect of the current publisher's short video accounts.The study found that the current publishing reading promotion is initially involved in the field of short video technology,and its development is still in the initial exploration stage,with huge room for growth.User activity and interacting enthusiasm are relatively low,and the effect of the interactive ritual of publishers' short video accounts needs to be improved.Different emotional experiences will directly affect users' enthusiasm and initiative in reading.The study uses python crawler technology to obtain user comment information in the Tik Tok platform publishing accounts,and writes a python program to independently call the sentiment analysis module to determine the sentiment polarity of user comments.The content analysis method is used to perform qualitative three-level coding on comments with positive emotions and comments with negative emotions,and extract the key factors that affect users' emotional experience in publishing short video reading promotion.Based on information ecological theory,integrate influencing factors from the four dimensions of information body,information,information environment and information technology.Sort out the causal logical relationship between the factors,and build a model of the emotional influence factors of users for publishing short video reading promotion.The study found that the attributes of promoters,account operations,user attributes,public attitudes,atmosphere creation,production technology,platform recommendations,functional permissions,content attributes,reading attributes,and information gap have a direct impact on the user's emotional experience.There is a regulatory effect from User attributes,and atmosphere creation on part of the relationship structure.Finally,according to the research results,it provides strategies and suggestions to improve the interactive effect of publishing short video reading promotion and communication.