A Study Of Participants In Book Short Videos Based On Publishing Communication Circuit

With the continuous development of mobile internet and the expansion of short video user scale,short video APP has surpassed game APP as the first "time killer" after instant messaging,and has become the new traffic entrance of the consumer market.The rise of short video platforms has also given rise to a large number of editing software,lowering the threshold for short video production and greatly expanding both the subject of creation and the form of content.The publishing industry has also started to experiment with the "book + short video" form of publicity and marketing,with traditional publishing institutions,digital reading platforms,reading promotion platforms,bookstores,libraries and other institutions joining the platform,using short videos to drive book sales.In this paper,we study the external environment and internal participants in the production and distribution process of short-form book videos through the methods of literature analysis and case study,combined with Robert Darnton's "publishing communication circuit" theory and use and satisfaction theory.Firstly,this paper analyses the external environment in terms of the political and legal guarantees,economic and social environment,the influence of ideological trends and social acceptance mentioned in the " publishing communication circuit " theory.In terms of politics,the state has promoted the integration of publishing and strengthened the governance of short-form video platforms;in terms of economics,the size of shortform video users and user hours have risen sharply,and a large amount of capital has been injected into the industry,giving rise to a large number of content producers;in terms of social trends,fragmented reading has become the mainstream,and a wave of "pan-knowledge" is sweeping in.Secondly,according to the production and dissemination process of short-form video,the three main players of short video platforms-creators-readers are sorted out,and their influence on other players is outlined in turn.The main types of creators,the main types of short book videos,the influence of creators on readers and platforms through content,and the analysis of readers' demand for short book videos and the influence of readers' feedback on creators and platforms.Finally,through the analysis of the interaction of the participants,this paper discusses the problems of the participants in the production and circulation of short video books.It is suggested that the platform should start with supporting policies and the introduction of creators.It is suggested that creators should cultivate vertical fields and build brand IP to realize the coexistence of content flow and quality.It is suggested that readers should strengthen the awareness of prevention and actively choose highquality content.