Research On The Propagation Mechanism And Optimization Strategy Of Network Mini-drama On Kuaishou Platform

In 2020,the National Radio and Television Administration added a fourth category of "mini-mini-series" to the three categories of network dramas,network movies and network cartoons.The State Administration of Radio,Film and Television defines micro-miniseries as those in which a single episode is less than 10 minutes long.Kuaishou,as the earliest platform in the field of micro short plays,launched the entrance of "Kuaishou Small Theater" in 2019,and officially entered the micro short plays.In 2020,it launched "Kuaishou Xingmao Plan" to attract and motivate professional content creators to produce micro short plays with various themes.In2021,it was upgraded to "Kuaishou Xingmao Short plays",providing more rights and benefits for creators.In this thesis,micro-short plays on Kuaishou platform are taken as the research object,literature analysis method,content analysis method and questionnaire method are adopted to analyze the communication status,communication effect and communication mechanism of micro-short plays on Kuaishou platform,and corresponding optimization strategies are proposed in view of the problems existing in the communication process.The first chapter analyzes the communication status quo of network mini-plays on Kuaishou platform.Firstly,it summarizes the reasons and development history of network mini-plays on Kuaishou platform and understands the development background of network mini-plays on Kuaishou platform.In addition,the network mini-drama is compared with short video and traditional film and television drama,and the similarities and differences between the network mini-drama and the two are analyzed.The second chapter uses the content analysis method to analyze the subject type,content copyright,presentation form,duration of works,video quality,update frequency,subject of communication,interaction or not,and payment.This thesis analyzes 106 mini-plays in the list of Kuaishou Stars’ short plays from January to September 2022 collected from the wechat official account of TOPKlout,and has a general understanding of the communication content of micro-plays on Kuaishou platform,which provides data support for the construction and analysis of the communication mechanism of micro-plays on Kuaishou platform.The third chapter analyzes the communication effect of network micro-short plays on Kuaishou platform.In this part,questionnaire survey method is adopted to analyze the communication effect of network mini-plays on Kuaishou platform from the perspective of audience from three aspects: cognitive effect,attitude effect and behavior effect.The results are compared with the data obtained from the content analysis in Chapter 2 to verify the significance of the communication effect.The fourth chapter summarizes the communication mechanism of micro-short plays on Kuaishou platform.This part mainly analyzes the communication mechanism from the aspects of communication subject,communication content,communication channel and interactive feedback by combining the data obtained from the content analysis method in Chapter 2 and the communication effect in Chapter 3.The fifth chapter analyzes the problems existing in the communication of micro-short plays on Kuaishou platform and the optimization strategy.The research finds that the network micro-short plays on Kuaishou platform have the following problems: the content is produced in the "flow operation" mode,with a single theme and simple plot;Short propagation time,heavy production light dissemination;The interaction is not timely,users’ social needs are ignored,and targeted optimization strategies are proposed according to existing problems to help the spread of network mini-plays on Kuaishou platform.