Research On The Mechanism Of Emotional Transmission And Echancement Strategy Of Short Videos Of Epidemic Reports In Mainstream Media

As a new form of content distribution dependent on the Internet,short videos have adapted to the fragmented and fast-paced information browsing mode of the public,attracting more and more loyal users.Under the general trend of media integration,many mainstream media have been exploring the practice of short videos on social media platforms.During the epidemic,short videos served as an important means of media communication.Mainstream media continued to pay attention to the latest cases of the epidemic,the progress of local epidemic prevention,people’s deeds of epidemic prevention and frontline stories of medical care,and produced and released various types of short videos reporting on the epidemic,promoting the progress of epidemic prevention and demonstrating the conscience and commitment of the news media.The inclusion of emotional elements in short video reports to evoke public empathy and mobilise emotions has become a form of news narrative and has achieved good communication results.This paper selects People’s as the research object.Firstly,through the participatory observation method and in-depth interview method,the emotional communication mechanism of the official account of People’s Video in the short video coverage of public health emergencies is summarized from the perspective of emotional communication.The mechanism of emotional communication in the short video reports on public health emergencies is summarized from the perspective of participant observation and in-depth interviews,namely,the injection of emotional elements into the production process to achieve emotional arousal,the precise control of emotional orientation in the publishing process,and the operation process as the "last mile" to stimulate emotional resonance,thus forming a mechanism of emotional mobilization in the short video reports on epidemic situations.At the same time,the emotional communication effect analysis and the analysis of influencing factors were conducted using the short videos of the epidemic report released by the official account of People’s Video on AAuto Quicker as a specific research sample,and it was concluded that short video coverage of the epidemic has had a good emotional communication effect.The degree of influence of different variables on the emotional communication effect varies,with the emotional tendency of the topic category,title text and background music having a greater influence on the emotional communication effect of short videos reporting on the epidemic.Finally,the shortcomings and improvement strategies of the mainstream media’s emotional communication mechanism represented by People’s Video are proposed to provide suggestions for the media to more effectively mobilize emotions and guide public opinion,fulfill their media responsibilities and relieve social emotions.In the production of short videos on the epidemic,mainstream media should adjust their content strategy and focus on the creative production of short videos;in the distribution process,they should do a good job of gate-keeping and screening,reflecting the responsibility and commitment of the media,so that short videos on the epidemic can contribute to social governance;in the operation process,they should focus on stimulating users’ desire to share and forming a long-term interactive mechanism.