Research On The Upgrading Strategy Of Chinese Art We-Media Short Video Content

The we-media short video industry has developed rapidly in recent years,and more and more art-related practitioners begin to try to use the form of the we-media short video as the export of their artistic expression.Based on the domestic and foreign research on we-media,short video and other content,based on the unique Chinese cultural context of China,this study fully analyzes a large number of existing representative cases,combines the theories of communication,marketing,advertising and art aesthetics,stands from the perspective of short video content creators and art managers.Analysis and study of methods that can help short video content creators to create better content and obtain more considerable communication results.Using research methods such as case analysis method and text analysis method,the content upgrading strategy of art we-media short video by courtesy of network media 4I marketing theory,STEPPS theory of Jonah Berger,positioning theory and the long tail theory is studied.Help the industry to better optimize the development,and seek more high-quality content for the art we-media short video audience.With the help of art we-media short videos,we can help Chinese people to better realize the improvement of artistic aesthetics,maintain higher artistry and thinking in the face of art,and then accelerate the construction of China’s cultural power.The first chapter of this paper defines the scope of the short video content of art we-media studied in this paper.At the same time,the short video content of art we media is divided into four categories,comment,promotion and teaching according to its level of innovation,display,promotion and acceptance threshold.This paper analyzes the practical significance of developing short videos of art we-media for the construction of a strong socialist culture,including promoting the marketization process of art,accelerating the popularization of art,and playing the aesthetic education function for the people.The second chapter combines the current more mainstream short video platforms Tik Tok and B station to make a case analysis,and summarizes the main problems existing in the art we-media short video.It includes incorrelation between browsing and content depth,video production level and artistic expression,and communication skills.This paper analyzes the basic character of short videos of art we-media,including the pursuit of ideological connotation and work style,the adherence to artistic standards and aesthetic taste,and the norms of public acceptance and social effect.This paper summarizes the basic knowledge system and ability that the creators of short videos should have,including technical ability and comprehensive ability.Chapter 3 is studied with the help of the above investigation and analysis,and focuses on the network media 4I marketing theory,supplemented by Jona Berger’s STEPPS theory,positioning theory,long tail theory and other theories,and summarizes several relevant strategies helpful to the upgrading of short video content of art we-media.It includes the grasp of practicality and interest;the balance of familiarity and freshness;the use of arousing emotions and stories,the purification and presentation of personalized labels,and the accurate grasp and expression of key signals.It is hoped that this way can help art itself to carry out better communication and popularization in the field of short video,provide a better external environment for the commercialization of art,and make efforts to better develop the artistic aesthetic level of the Chinese people.