Study On The Innovative Communication Mechanism Of Short Video Platforms For Large-scale Sports Events Under The Media Context Theory

The Olympic Games is a typical "media event",and this nature determines the ritualistic and symbolic significance of Olympic communication.Therefore,from the history of the Olympic Games,the key issue of Olympic communication is how the media is given the power to create an international information environment.The development of cutting-edge media technology has always been quickly applied to the communication practice of the Olympic Games,so the Olympic Games in different media development periods have always been characterized by the obvious dominant media.As the change of media technology accelerated,the way audiences watched and participated in the Olympics changed a lot: watching the Olympics through TV,participating in community discussions,making emoji packs,social media topics,and UGC short videos.If there is an exclusive media brand for the Tokyo Olympics,the keyword must be "Kwai".Because Kwai became the world’s first short video platform keyword must be "Kwai".Because Kwai became the world’s first short video platform to obtain the copyright of the Olympics,it also formed a unique "media landscape".Based on Kwai’s large user base,super social attributes,unique distribution mechanism and the ability to drive user creation.This cooperation has had a transformative impact on the production and consumption of the Olympics as a content economy.During the Tokyo Olympics,the total number of Olympic-related works and topic videos played on the Kwai platform reached 73 billion times,and the total number of interactions within the platform reached 6.06 billion.As a user-produced medium,the short video platform aggregates a huge amount of user-produced content,and also constitutes a more complex and tight social network.In this media environment,the mode of content distribution has changed,and users are prompted to reproduce content after consumption on the platform,thus constituting a new mechanism for the distribution of major sports events.This new mechanism allows the production scale of content to expand under the consumption and use of users,changing the communication ecology and industrial system of traditional media dissemination of major sports events,thus bringing more significant economic benefits to the platforms.Based on the above background and facts,this paper takes media contextualism as the theoretical basis,uses literature,observation,interview and case study methods,and takes the "production-dissemination-consumption" lineage as the research idea.Media contextualism views a context as an information system and argues that the birth of a new medium brings about structural changes to the information system,which triggers the creation of new behaviours.In Kwai’s communication of the Tokyo Olympics,the production,distribution and consumption of content all follow new rules in a new context.Therefore,the text chooses to take the theoretical logic of media context theory as the cornerstone to explore the new changes brought by Kwai to the communication of the Tokyo Olympics and the communication ecological logic behind the innovative communication mechanism of the platform.By examining the forms of content production,distribution patterns and consumption on the platforms,the author has come to the following conclusions:Firstly,the new format of content distribution on the platform has given users multiple choices.The innovative live viewing room helps users to choose to watch live broadcasts with different commentary styles and cultural attributes according to their preferences;"companion" programmes provide users with the option to access Olympic news at any time;and "cut strip" short videos help users to choose and access the most valuable and popular information in the shortest possible time.Secondly,the new context created by the platform and the new behaviours generated by users highlighted the advantages of the platform in spreading the event.During the Tokyo Olympics,Kwai created a new context of "sports + entertainment +life",satisfying users’ needs for watching,entertainment and socialising,which were previously unavailable through traditional media.At the same time,the new media context created by all people also stimulated users’ communication and production behaviour,enhancing their sense of participation and experience.Thirdly,the production cycle of the platform constitutes the innovative communication mechanism of the event.This mechanism includes the co-creation of production by users,interactive and shared communication,productive consumption and the reproduction of user-determined content.This series of links operates in a cycle that not only achieves profitability for both users and the platform,but also enhances the economic value of the media in the dissemination of large-scale sporting events.Although the dissemination of the Tokyo Olympics by Kwai has achieved a high level of attention and participation,there are still problems such as unclear positioning of production subjects and easy loss of audience;homogenization of production content and large differences in production quality;poor community building foundation and hindered group dissemination.In author’s opinion,the platform can improve the reputation and influence of the short video platform on the dissemination of large-scale sports events by creating the exclusive main brand of the event to continue the heat of the event;complementing the advantages of PGC and UGC to improve the quality of content;and enriching the form of interaction to promote the generation of group behavior.