Research On The Effectiveness And Optimization Of Short Video Communication Of The World Heritage Site Dazu Rock Carvings

In the 21 st century,the rise of short videos has provided a new way for the dissemination of cultural heritage Dazu stone carvings,and more and more short video creators are creating content on the theme of Dazu stone carvings,making a certain contribution to the dissemination of Dazu stone carvings.As a kind of stone carving media,how to rely on the development of short video to innovate its dissemination method has become a new proposition that needs to be studied in depth by the academic community.At the same time,the report of the 20 th Party Congress has put forward new requirements for strengthening the inheritance and protection of cultural heritage,and new media such as short videos are of great significance for the dissemination of cultural heritage such as Dazu stone carvings.How to optimize the dissemination of short videos of Dazu Rock Carvings in terms of short video account operation and short video content creation,and then improve the dissemination effect of short videos of Dazu Rock Carvings is an important issue to be addressed in this study.In this study,the current situation of the dissemination of Dazu stone carvings is firstly reviewed,including its dissemination methods in offline,traditional media and new media,and the advantages and limitations of different dissemination methods are summarized to explore the advantages and necessity of the dissemination of Dazu stone carvings through short videos.After that,664 short videos of Dazu Rock Carvings were selected by continuous time sampling method and content analysis method on Douyin,Kuaishou and Xigua short video platforms,and a research index system was constructed,with five independent variables and four dependent variables established.Correlation and regression analysis were used to study the five factors affecting the dissemination of Dazu stone carving short videos,which include account authority,account activity,internal accessibility,content immersion and content interactivity of Dazu stone carving short videos.Next,the influencing factors are analyzed in combination with popular short video cases,and the specific performance of the influencing factors in the short video creation process is analyzed,and the problems of Dazu Shi carving short videos in the dissemination process are identified.It is found that: the accounts of the Dazu Rock Carving related platforms do not show their ability to output quality content steadily,and the output of high-quality videos is overly dependent on tourists and professional video producers;each account works independently without a specific publicity strategy and publicity theme;the accounts with professional content production ability have low interaction frequency and willingness to interact with users;the government and short video platforms have little support for the creation and dissemination of Dazu Rock Carving short videos.The government and the short video platform have little support for the creation and dissemination of short videos of Dazu Rock Carvings.Finally,this study proposes strategies to optimize the dissemination effect of Dazu Rock Carving short video from two levels of account operation and content creation: at the account operation level,we can clarify the account positioning and unify the tone of the video;determine the update frequency and improve the quality of content;pay attention to comment interaction and enhance the stickiness of fans.At the level of content creation,we can grasp the entry point of content and improve content interaction;pay attention to video content and improve the depth of communication;improve the production level and pay attention to video post-production.