Research On Content Production And Audience Cognition Of Short Video

As an important information carrier and site of network traffic,the content development of short video has changed from a barbaric growth period to a benign development period,but it still shows a tendency of pan-entertainment and homogenization.This paper explores the relationship between content production and audience cognition by taking Li Ziqi,a popular producer of short video content production,as an example.Thesis mainly studied the three parts,the first part of the research contents of plum and pure short video production and composition,the second part studies the plums and pure in the short video,the impact on the audience cognition content production and effect,namely the content what elements can make audiences cognitive effect is stronger,the third part combined with plum and pure audience portrait of short video network data and research results.First of all,in the research on the content production of Li Ziqi's short video,combined with the relevant theories of semiotics,it is found that the content production is mainly composed of three parts: content subject,content subject and content form.Among them,the "labeled" image features of the content subject are composed of Li Ziqi's personal image and media image,which are mutual reference and mutual influence.The content theme from focusing on beauty food,striving for realistic content to highlight cultural value,the three stages of gradual "value-oriented" theme not only caters to the needs of the audience,but also integrates cultural connotation;The content form gives the audience a visual impact and triggers emotional resonance through the audio-visual language of scene language and sentiment language.Second,through the way of depth interview,basic information from the audience,the audience cognition,motivation,content,media use features four aspects to collect the interview text,and use the grounded theory of three-level coding analysis,finally formed from three dimensions of five factors,namely the emotional closeness,useful content and entertainment content,social interaction and identity questionnaire scale as the basis.Then,in the research on the impact and effect of content production of Li Ziqi's short video on audience cognition,combining with the network data portrait and network evaluation of the audience,based on the theory of use and satisfaction,this paper studies the audience cognition of Li Ziqi's short video from two dimensions of use degree and satisfaction.The results showed that affective satisfaction,content entertainment,content usefulness and audience cognition presented a significant positive relationship,indicating that audience cognition enhanced with the satisfaction of the three influencing factors.Finally,combining with the investigation and research results in the audience's cognitive content production,from the psychological cognitive,emotional and cultural expectations and rational entertainment four aspects specific analysis,found the immersive narrative,innovative high-quality content,rich connotation and value,can cause interaction and resonant short video content more to arouse the audience's cognitive,Based on this,optimization suggestions for short video reproduction are put forward.In the explosive and brutal growth period of short video,content producers tend to fall into vicious competition in order to expand the number of audiences and enhance their influence.The content deliberately creates dramatic conflicts,spoof vulgar and pornographic violence to attract temporary traffic.However,in the "second half" of the development of short video,the traffic competition turns to high-quality competition.Optimizing the content production of short videos and establishing a more diversified content ecology have become the development focus of platforms and content producers.Content production should not only cater to the audience's cognition,but also guide the audience's cognition.While focusing on the original and innovative production of short video content,it should also pay attention to the interaction with the audience and the civilian narrative,highlighting the humanistic feelings,so that the content production of short video can bring more emotional resonance and positive value to the audience.