Research On The Effectiveness Of The Spirit Of Poverty Alleviation Through Short Video Communication

In the information age,the communication form of “short video+”reflecting the content of “big theme” in the form of “small incision” is in a period of rapid development.How to effectively spread the spirit of poverty alleviation in the information age is a new problem that we must answer.In terms of communication characteristics and validity,short video communication has the characteristics of fragmented communication,cold media to transmit hot information,and video to shape communication power.To realize the effective communication of poverty alleviation spirit,we should pay attention to the experiential validity,dominant validity,ideological validity and effect validity.That is to say,from only satisfied with human curiosity,leisure entertainment “sensory enjoyment”experience to promote the human moral sense,aesthetic sense and other high-level feelings of sublimation,love the motherland,national unity and other high-level feelings;it is necessary to change the false communication based on immoral “mass noise”and group moral disorder into the voice of poverty alleviation spirit as the mainstream value discourse.It is necessary to change the communication content system from empty simple symbols to the dominant value system with the spirit of poverty alleviation as the communication content,and guide people to appropriately transform perceptual knowledge into rational knowledge.It is necessary to change from fragmentary cognition with a sense of collage to holistic cognition with continuity and integrity.In term of communication basis,marxist practical epistemology,use and satisfaction theory and expectation horizon theory provide theoretical basis.Short video has many young users,high communication efficiency and low cost,and interactive short video with rich platform information provide practical basis.The popularization of smart terminals represented by smart phones and the application of algorithmic recommendation mechanism of “city+interest”provide the technical basis for it,while the value of society,economy,politics and culture provides the value basis for it.Facing the opportunities brought by the spirit of poverty alleviation through short videos,such as promoting the economic development of poor areas,deeply digging the spirit of poverty alleviation,exploring new modes of communication and spreading positive energy.At the same time,there are some problems,such as week government guidance resulting in poor communication effect,lack of communication between communication scope,few and single communication content resulting in insufficient communication innovation,and single identity of publishing subjects resulting in weak communication attraction.Therefore,it is necessary to adhere to the leadership of the Party and secure positive communication;Use a variety of videos to enhance publicity;Adhere to intensive farming,improve the quality of publicity;Adhere to UGC+PGC,promote the diversification of communication subjects and other diversified ways to realize the effective dissemination of poverty alleviation spirit.