An Empirical Study On The Factors Influencing The Communication Effect Of Short Video In Colleges And Universities From The Perspective Of New Media

At this stage,the new media environment has become an important field of ideological and cultural life for young people,and has an important impact on the way of thinking and values of young people.From the perspective of new media,the acceleration of media update and iteration has promoted the short video platform of universities to become an important position for university information sharing and service provision,mainstream ideology guidance,and public opinion response.The empirical research on the influencing factors of short video dissemination effects published on college short video platforms in this article is beneficial to discovering the relationship between dissemination effects and their influencing factors,and exploring the underlying formation mechanism;On the other hand,it is conducive to putting forward reasonable suggestions for specific issues,improving the efficiency of information communication,and improving the actual communication effect.How to make good use of the huge information resources in the new media era,explore effective ways to promote information dissemination in universities,and build a good information dissemination environment in universities has become the main issue to be addressed in this article.This article constructs an empirical research model for influencing factors of college short video communication effects,and uses quantitative research methods such as content analysis and multiple regression to conduct research based on the basic situation of college short video platforms and the differences of published short video samples.Specifically,based on the background of new media,this article analyzes and collates the practical background,theoretical and practical significance,development history,existing directions,and future trends of college short video and its influencing factors,as well as empirical research on college short video and its influencing factors,by collecting and summarizing research literature at home and abroad.On this basis,it analyzes and collates new media,short video,communication effects Sort out and determine the core concepts related to short video communication effects.Further,this article uses the Elaborated Likelihood Model(ELM),Usage and Satisfaction Theory,and Innovation Diffusion Theory as theoretical support to summarize relevant literature,establish an empirical research model on the effectiveness of college short video communication and its influencing factors from the perspective of new media,and set up independent variables in two aspects: central path and edge path,including content theme,content information,video duration Whether to carry specific indicators such as "#+key words for ideological and political education" topic tags,background music emotion types,and the dissemination effect of dependent variables is evaluated by the amount of short videos played,liked,commented,forwarded on the platform,and shared outside the platform.The comprehensive development level of universities,the penetration rate of short video platforms in universities,and the construction performance of other new media in universities are set as adjusting variables.After consulting and sorting out expert opinions and setting the weights of corresponding indicators,an empirical study was conducted on 5881 college short video sample data.Firstly,through sample statistics and line description analysis,it was found that different universities have different levels of short video platform construction,and there are significant differences between the dissemination effects of published short videos;Through regression analysis,it is found that different content themes and different BGM emotional types have significant differences in the effectiveness of college short video communication;The content quality of short videos and whether the title is labeled with "#+ideological and political education keywords" will significantly and positively affect the dissemination effect of short videos in universities;However,different video duration has no significant impact on the dissemination effect of short videos in universities.Through the verification of the regulatory effect,it is found that the relationship between the communication effect of college short video and its antecedent influencing factors will be affected by the regulatory effect of college short video platform penetration rate and other new media construction performance of college,while the regulatory effect of college comprehensive development level is not significant.Therefore,in order to improve the dissemination effect of college short videos,it is necessary to improve the quality of content information and integrate it into the language family of the new media era;Increase the era identity of universities as a communication theme,focusing on value leadership;Universities,platforms,and audiences work together to build a good information dissemination environment by fostering awareness of the new media era.