| In recent years,the rapid increase in the number of IP dramas has led to the gradual increase in the pressure of market competition,and the traditional communication mode has been unable to meet the needs of the spread of IP dramas.To explore the dissemination strategy of IP dramas in the social media era,and to develop new IP drama dissemination channels has become crucial.The emergence of the Douyin short video platform provides a new opportunity for the expansion of the spread of IP dramas.Its large user group also provides a solid audience foundation for the smooth development of IP dramas on the mobile short video platform.After 2018,with more and more IP drama operation teams entering Douyin,the Douyin short video platform has become an important channel for the spread of IP dramas.The dissemination of IP dramas on the Douyin short video platform covers a wide range,including the broadcasting of IP movies and TV dramas themselves on the Douyin short video platform,as well as the promotion of IP drama-related short video content on the Douyin short video platform.The dissemination of IP dramas on the Douyin short video platform has not only broadened the channels of dissemination of the drama itself,but also increased the popularity of IP dramas to a certain extent,which has helped the promotion and publicity of IP dramas.In order to improve the competitive advantage of IP dramas in the film and television industry,increase the popularity of new IP dramas,and seek better ratings and broadcasts.The IP drama operation team should fully understand the dissemination mechanism of IP dramas on the Douyin short video platform,and make full use of the platform's communication characteristics such as good interactivity,low cost,and high speed to promote the smooth progress of IP drama dissemination activities.This article takes the spread of popular IP dramas on the Douyin short video platform as the research object,using literature survey method,content analysis method,and questionnaire survey method to analyze the current status of the spread of IP dramas on the Douyin short video platform.Conduct research and analysis on the effect of communication and its communication mechanism,and propose corresponding improvement strategies for the problems in the communication process.The first chapter analyzes the current situation of the spread of IP dramas on the Douyin short video platform.First of all,the dissemination form of IP dramas on the Douyin short video platform is summarized.It is pointed out that the dissemination of IP dramas on the Douyin platform must match the dissemination form of short videos,and further define the research scope of this paper.Secondly,using the content analysis method,starting from the six categories of content type,video quality,presentation method,work duration,whether the background music is original,emotional tone,whether there is @ other account,the main body of communication,and whether to link the video collection.Investigate and analyze 1000 related contents of 20 popular IP dramas on the Douyin short video platform.Complete a general understanding of the characteristics of the content of IP dramas on the Douyin short video platform,and provide data support for the construction and analysis of the transmission mechanism of IP dramas on the Douyin short video platform.The second chapter analyzes the spread effect of IP dramas on the Douyin short video platform.This part of the content adopts the questionnaire survey method,based on the audience effect perspective,analyzes the spread effect of IP dramas on the Douyin short video platform from the three dimensions of cognitive level,emotional level and behavioral level.The research results are compared with the data obtained from content analysis to verify the significance of its dissemination effect.The third chapter explains the dissemination mechanism of IP dramas on the Douyin short video platform.This part of the content uses the relevant data of the first chapter content analysis and the second chapter effect analysis,using agenda setting,opinion leaders and other communication theory knowledge to analyze the communication main body,communication content,communication channel,audience and audience of the IP drama Douyin short video.The effect feedbacks the interaction between these five communication elements,and then systematically explains the communication mechanism of IP dramas on the Douyin short video platform.Finally,according to the analysis results,based on the Lasswell 5W propagation model,the IP drama's propagation model map on the Douyin platform was rationalized and constructed.Chapter 4 and Chapter 5 respectively discuss in detail the problems and optimization strategies of IP dramas in the dissemination of the Douyin short video platform.The study found that short videos related to IP dramas have many problems in content production mode,account operation and copyright review.In order to better promote the spread of IP dramas on the Douyin short video platform,this article optimizes and adjusts the dissemination strategy of IP dramas on the Douyin short video platform from many aspects. |
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