Research On The User Engagement Of Short Videos Of The Large-scale Sports Events In The Mainstream Media

At present,the popularity of short video platforms such as Tik Tok and Kuaishou has injected a strong shot into the digital communication of large-scale sports events such as the Olympic Games,Winter Olympics and Asian Games.In 2021,Kuaishou acquired the copyright of Tokyo Olympic Games,which is regarded as opening the "short video era of Olympic" in China.With the 2022 Winter Olympics in Beijing,Tik Tok is also experiencing an "ice craze"…Under this trend,traditional mainstream media represented by CCTV News and People’s Daily should take advantage of the "east wind" of short videos to promote the digital communication of large-scale sports events,improve the user engagement of short video of sports events,tell Chinese sports stories well,and spread the voice of Chinese sports well.Based on the empirical analysis of the short videos of Beijing 2022 Winter Olympic Games released by the Tik Tok of CCTV News,this paper intends to explore the main factors affecting the user engagement of short video of large-scale sports events of the mainstream media.In this research,94 short videos of the Winter Olympics released by the Tik Tok of CCTV News during the Beijing Winter Olympics were selected as samples.Three indicators to measure the user engagement of short videos一the number of likes,the number of comments and the number of retweets were taken as dependent variables to build a measurement formula,and independent variables were selected from the subject categories,value elements,audio-visual language and captions emotion of short videos to establish a quantitative model.Study the relationship between independent variables and user engagement,and use SPSS software for descriptive statistical analysis and regression analysis.At the same time,this study also combined with the qualitative in-depth interview method to further explore the main factors affecting the user engagement of short videos of large-scale sports events in the mainstream media,and gives a certain outlook on how mainstream media will use short video platforms to report large-scale sports events,improve the user engagement of short video of sports events,and promote the digital communication of sports events in the future.