Research On The Use And Satisfaction Of Douyin Sports Short Video

This paper uses the "Use and Satisfaction" theory proposed by American sociologist Elihu Katz as a framework for research,and uses questionnaires and in-depth interviews to study the Use and Satisfaction of Douyin Sports Short Videos.The study also analyzes the reasons for the low popularity of Douyin Sports Short Videos compared with other popular short videos,and proposes countermeasures.At present,"building a strong sports nation" has been elevated to a national strategy in China,and sports publicity is one of the important contents of the construction of a strong sports nation,in which the Internet short video social media represented by Douyin plays an important role in "enhancing the awareness of mass sports and stimulating the enthusiasm of national fitness " This is one of the important contents of the construction of a strong sports country.However,compared with other popular short video genres,the dissemination of Sports Short Videos presents problems such as low overall enthusiasm,serious homogenization of content,and solidification of audience circles.This paper hopes to put forward targeted countermeasure suggestions through the research on the Use and Satisfaction of Douyin Sports Short Videos.This paper is divided into four main parts: the first part is to briefly sort out the concept and development status of Sports Short Videos,as well as the classification and characteristics of Douyin Sports Short Videos.In the second part,the Use and Satisfaction theory is applied to analyze the user behavior,motivation and satisfaction of Douyin Sports Short Videos,and the main motivation of users is to review sports events,call for sports stars,learn sports knowledge,and social chat.The survey found that Douyin users are more concerned about the professionalism and fun of Sports Short Videos,and are keen to pay attention to popular sports events and sports stars.In the process of watching Douyin Sports Short Videos,users will get satisfaction in terms of sports knowledge and sports skill improvement,review and analysis of exciting events,and reserve social topics to participate and interact into specific fan circles.In the third part of the paper,through in-depth interviews and questionnaires,the study analyzes the three levels of Douyin Sports Short Videos: creators,platforms,and the public,and concludes that there are problems such as serious homogenization of content,varying levels of creators,lack of platform supervision,and lack of enthusiasm of the general audience for Sports Short Videos.The fourth section proposes countermeasures for the problems found in the study: it is suggested that creators should improve their originality through internal and external linkage,improve the fun of short videos while maintaining the professionalism of sports,and be good at setting agendas for online and offline transformation;it is suggested that the Douyin platform should strengthen network supervision to curb online violence,segment sports pendant categories to improve algorithmic attraction,and encourage audience creation to support middle and tail creators;it is recommended that the public should respond positively to the national call from the perspective of their own health care,use Internet social platforms such as Douyin to participate in sports,share sports experience and gradually integrate sports into their lives.This is of great significance to improve the level of sports propaganda in China,gather consensus on national fitness and promote the construction of a strong sports nation.