Research On Influencing Factors Of Short Video Communication Effect In Publishing Enterprises

Since 2014,the Party and the government have introduced a series of major policies to promote the in-depth integration of the media,and have successively put forward clear requirements for building an all-media communication pattern and forming an all-media communication system,and the development of media integration has been elevated to a national strategy.As an important provider of socialist cultural products and services,publishing enterprises are not only concerned with economic benefits,but also with their responsibilities and missions to guide social opinion,cultivate ideals and beliefs,and promote cultural development.With the rapid development of modern information technology,short video,which integrates innovative elements such as data,knowledge and technology,has become an important part of virtual cultural space in the digital age.Tiktok,Kwai Fu,micro vision and other software as a new short video social media,through the construction of virtual cultural space,can bring new opportunities for the transformation of traditional publishing enterprises.At the same time,the rich visual and auditory effects of short videos meet the diverse needs of audiences.Driven by national policies,industrial integration,technological innovation and other factors,publishing enterprise short video began to appear as a new business form.At present,publishing enterprises are still in the exploratory stage of using short video for integration and transformation.For example,the tiktok is the largest audience of short video.The tiktok publishing enterprises are less than 1/4 of the national publishing companies,and the effect is weaker than that of government agencies,universities and mainstream media.Therefore,what factors affect the communication effect of short video in publishing enterprises and how to improve the communication effect of short video in publishing enterprises have become a very important problem faced by the management of publishing enterprises.This study takes the short video of publishing enterprises as the research object,defines the concepts of publishing enterprises,short video and communication effect,and expounds the development process,current situation,existing problems and the role of short video in domestic publishing enterprises,Based on the media influence,inspiration system model and other basic theories,taking tiktok short video platform account for example,the paper investigates the influencing factors of short video communication effect from three aspects: environmental factors,skill factors and content factors,and builds a quantitative model for influencing factors of short video dissemination effect in publishing enterprises.The study selected 110 official voice recognition accounts of publishing enterprises,and the short videos of tiktok were used as research samples.Descriptive statistics and multiple linear regression analysis were used to analyze the data by SPSS statistical software.The study draws the following conclusions: Video duration and interpretation form will significantly affect the three dimensions of short video communication effect of publishing enterprises;From the overall communication effect,environmental factors have a significant impact,and the category of publishing enterprises has a high correlation with the short video communication effect of publishing enterprises;Skill factors and content factors have the same important influence on improving the short video communication effect of publishing enterprises,and are higher than environmental factors.Among them,video duration,background music,theme category and emotional color have a significant influence on the short video communication effect of publishing enterprises.Based on this,this paper puts forward countermeasures and suggestions for publishing enterprises to improve the communication effect of short video from five aspects: environmental factors,skill factors,content factors,corporate social responsibility and government support: In terms of environment,publishing enterprises should combine multi-level platforms to create an "immersive" communication environment;In terms of skills,publishing enterprises should cultivate professional teams and produce excellent short videos;In terms of content,publishing enterprises should create high-quality video content and improve users’ cultural experience;In addition,publishing enterprises should pay attention to corporate social responsibility and adhere to the principle of double effect;Finally,the integrated development of short video in publishing enterprises needs to give reasonable play to the role of the government.