Research On VLOG News Audience Stickiness From The Perspective Of Parasocial Interaction

Since 2018,the VLOG format has been widely used by mainstream media,VLOG news has become a boom,and many excellent works have emerged one after another.But at present,VLOG News is also facing the problems of "insufficient sustainability" and "insufficient stickiness".In view of the fact that there are few researches on VLOG News at present,there is an empirical analysis to study the influencing factors of its audience stickiness.Therefore,on the basis of combing the existing research conclusions at home and abroad,this article conducts qualitative and empirical research on the audience stickiness of VLOG news,in order to explore the influencing factors of VLOG news audience stickiness,and provide references for the production and development of VLOG news.This article follows the research path of phenomenon discovery-theoretical exploration-theoretical application.Through watching and observing VLOG news,this study found that in VLOG news works that have received greater attention,the host(VLOGGER)often has distinctive personal characteristics and has many fans.Therefore,this article is based on the quasi-social interaction theory proposed by Horton and Wall,and uses the most influential VLOG news work in 2019,"The Frontline of Great Power Diplomacy-Kang Hui's VLOG" as a research case to explore the audience stickiness of VLOG news.It analyzes the influence factors of VLOG news audience stickiness through text analysis,questionnaire survey,data analysis and other methods.Finally,based on the above research,summarizes the methods to enhance VLOG news audience stickiness.This article mainly includes the following six parts.The first part is the research background,research questions,research methods and research ideas of this article.The second part is a summary of related theories,which mainly sorts out the three important concepts and theories that have appeared in the article,and sorts out the research status of VLOG news,audience stickiness and quasisocial interaction in social media situations.The third part is network text analysis,mainly taking Kang Hui's VLOG as a case,grabbing the content in the comment area of Weibo,and performing text analysis,observing the audience's feedback and focus on Kang Hui's VLOG,so as to provide direction reference for further empirical research.And the content is corroborated.The fourth part is research hypothesis andmodel construction,mainly on the basis of the previous theoretical literature,combing the definition of variables,proposing research hypotheses,and constructing research models.The fifth part is model verification,mainly by designing questionnaires,extracting samples,obtaining research data,and analyzing the data,and then testing the hypothesis and the research model.The sixth part is research conclusions and prospects.The research concludes that quasi-social interaction has a significant positive impact on audience stickiness,and VLOGGER's physical attractiveness and social attractiveness are the elements of audience perception of quasi-social interaction,and therefore affect audience stickiness.Based on the above research results,this article puts forward suggestions and references on how VLOG News can enhance audience stickiness.