Research On Current Situation And Countermeasures Of Short Video Campus Football Communication

Since the launch of the national youth school football activity,after more than ten years,although it has received strong support from the state,good results have been achieved;However,in the promotion,it also encountered common practical dilemmas: uneven distribution of funds,scarcity of venues,lagging culture,imperfect teachers,lack of reserve talents,etc.;In order to improve the development status of campus football and solve the dilemma of campus football development,many scholars and the Ministry of Education released two campus football development reports put forward suggestions and measures such as strengthening the construction of public opinion publicity system and building and improving campus football communication between different media from a macro perspective.At the same time,the short video industry is developing hotly and Douyin is at the forefront of the short video industry;But campus football research is less combined with short video dissemination;The rapid development of short video communication makes the development of campus football unable to ignore the role and influence of short video communication-thinking about how to use the role of short video communication to improve the promotion effect and influence of campus football is meaningful and needs to be solved urgently.To this end,this study starts from the new media short video platform Douyin,combines the classic theory of communication "5W" theory with the popular communication media Douyin short video platform,and takes the content analysis method as the main research method to study campus football on the short video platform Douyin APP,taking the "National School Football Office" and "Campus Football" accounts as research samples,from five aspects: communication subject,communication content,communication channel,communication audience and communication effect,analyze its communication status,characteristics and problems,and propose corresponding countermeasures.It is also necessary to build a campus football public opinion publicity system and an all-media publicity matrix for reference,and also to spread the voice of campus football,tell campus football stories,create a strong atmosphere in which the whole society attaches importance to campus football,expand the social influence of campus football,and promote the sustainable and healthy development of campus football.The results of the study showed that:(1)Through the content analysis of the "5W" theory adopted by the "National School Football Office" and "Campus Football" in five dimensions,the research believes that there are the following main problems in the transmission of campus football on Douyin: the gatekeeper is missing,and the main function is not clearly positioned;The "columnization" is not clear,and the video content is single;The title text is lengthy and the communication skills are insufficient;The release cycle interval is long,and the "presence" of fans is not enough;Comments are under-engaged,reducing the quality of responses.(2)Based on the problems existing in the communication of campus football,put forward the following improvement measures for its communication on the Douyin platform and other short video platforms: strengthen the gatekeeping and clarify its own positioning;Integrate topics and optimize the structure of communication content;Streamline the title text and optimize communication skills;Optimize the release cycle and enhance the "fixation" of fans;Increase interaction and respond positively to concerns.