Research On The Communication Effect Of Short Sports Videos

In 2022,the Liu Feng Hong fever has made home fitness a hot topic.Home fitness eliminates the constraints of time,space and material conditions on people’s physical exercise with a very low threshold,and in the process of home fitness,short sports videos are undoubtedly the quickest and most common channel for people to obtain information on sports knowledge,fitness skills and health knowledge.As a popular video site for young people,B website has gradually entered a professional stage since 2018,with a dedicated sports channel covering football,basketball,tennis,swimming,fitness and many other fields.Therefore,it is meaningful to study the communication effect of B station’s short sports videos.In this paper,we use the content analysis method to analyse the content of the top 100 sports videos in the sports section of B Station.We analyse the content of B Station’s sports videos from five perspectives: video theme,type of uploader(creator),sport,video length and video feedback data.The video length is different from other platforms,highlighting the habits of B-site users;pop-ups have become the "main battlefield" of interaction.At the same time,it is also found that B website has the advantages of mature sports partitioning and deep audience participation to help the whole nation to keep fit,but also the shortcomings of selling anxiety to obtain traffic,lack of systematization of sports teaching videos and a large proportion of non-sports creators.Secondly,we used a questionnaire survey to analyse the communication effect of short sports videos on B website.From the perspective of the theory of knowledge,belief and action,we used SPSS software to quantify 372 valid questionnaires and analyse the communication effect at the cognitive,attitudinal and behavioural levels among users of different genders,ages,occupations and education levels.The results show that at the "knowledge" level,users are more mature and rational in their ability to actively absorb the content of short sports videos.At the level of "action",people who like to exercise will definitely be interested in sports videos;while people who do not have the habit of exercising can be motivated to participate in sports by watching sports videos.The problems in the dissemination of short sports videos on B station were summarised as follows: homogenisation of the dissemination content and lack of experience of the creators;poor stickiness of short sports video users;little support for short sports videos;and conflict between short sports videos and the secondary culture of the platform.In response to the above problems,the following countermeasures are proposed: to create a new media matrix of"platform + users";to implement diversified dissemination methods for sports short videos;to recommend personalized content based on "algorithm + artificial";and to change the means of "boutique + pop-up" short video production."short video production methods.