Research On The Dissemination Of Mainstream Ideology In Short Videos

Short videos have sprung up in the field of new media communication,and become a new platform for ideological communication because of their simple operation,immersive experience and personalized presentation.However,by combing the relevant literature,it is found that the theoretical research on the combination of mainstream ideology and short video is not sufficient.In this practical context,strengthening the dissemination of mainstream ideology in short videos has become the need of the times,which helps to improve the discourse power of mainstream ideology in cyberspace,integrate short videos to promote its healthy development,meet the needs of Internet users for new demands of ideology,and strengthen the effectiveness of network ideological and political education.Short video has the characteristics of impact communication,instant communication and fission communication.The use of mainstream ideology of short video communication helps to expand the communication field,enhance the communication depth and improve the accuracy of communication.However,the inherent drawbacks of short video make it not coupled with the mainstream ideology.The shallow thinking,fragmentation,pan-entertainment,decentralization and algorithm application of short video have a negative impact on the spread of mainstream ideology to varying degrees.The main reasons are the profit-driven nature of the short video platform,the lack of strong supervision of the short video platform,the poor integration thinking of the mainstream ideology communicators,and the insufficient theoretical adaptability of the mainstream ideology communication content.Among many short video platforms,Douyin has become one of the best.The main body of the release of the government Douyinhao is the government agencies of the political and legal system,the official news media and the local propaganda departments.They actively spread the voices of the party and the government,and show their political positions.They are the main force of the dissemination of mainstream ideology.Based on the short video ecological service platform ’ Feigua Data ’,the most popular short video accounts in the government rankings from January to June 2021 were selected as the research objects.After screening and ranking,200 short videos and 200 user reviews were collected.The study found that high-quality government short videos account for a large proportion of military and police image propaganda in the dissemination content,the reporting perspective is close to civilians,and they are good at mobilizing the positive emotions of the audience.In the form of video,real-time video is dominant,video time is short and content pursuit of integrity,expression of relatives;agenda setting on video activity is realistic,user reviews fit topics and account interaction potential.Based on the problems and experience,this paper puts forward the communication strategy from four aspects : the communication subject,the communication content,the communication form and the communication environment,that is,to condense the main force of the mainstream ideology communication subject,to create the high-quality communication content of the mainstream ideology,to optimize the communication mode of the mainstream ideology and to purify the communication environment of the mainstream ideology.