A Study On The Emotional Turn In The Production Of Short Video Content In Mainstream Media

Studying the phenomenon of emotional turning in the production process of mainstream media short video content plays a key role in improving the content dissemination efficiency,discourse influence range and public opinion guidance validity of mainstream media in the era of social media.Taking "People’s Daily","Voice of China" and "News Network" as representatives,this paper analyzes the content strategies of mainstream media in short videos,and summarizes the external performance characteristics of emotional turning in content;collect videos according to equidistant sampling Text,and use Baidu artificial intelligence sentiment analysis tool to determine the emotional tendency value of video text;after collecting various indicators of video text,perform dimensionless processing to determine the weight ratio of each index,and finally determine different video texts with the help of the spread heat formula By comparing the emotional tendency value of the video text and the communication heat value,it is concluded that it is not a video with a higher emotional tendency value(stronger intensity),the better the communication effect(heat);and then using the in-depth interview method,from The audience perspective of the communication object to explore the reasons for this phenomenon.From the discussion in the first half of the article,it can be concluded that the use of emotional factors in the production of mainstream media content conforms to the communication logic and characteristics of short video platforms,and greatly enhances the content communication power,discourse influence and public opinion guidance.,it is also conducive to the purification of negative emotions on social platforms,emotional mobilization in special times,and the realization of the public opinion guidance function of mainstream media;however,the emotional intensity in media content is not as high as possible: once emotional overload leads to a "negative turn",the It will face the possibility of communication alienation,overstepping the boundaries of news ethics and even threatening the construction of the public sphere of the Internet.The mainstream media content production should ensure the balance between fact and emotion,emotion and rationality when using emotional strategies.It is also necessary to prevent the entertainment of emotions and the fragmentation of communication from destroying the objectivity and seriousness of news.