Research On Consensus Movement Of The Public Welfare On Short Video Platform

With the continuous development of society,China’s public welfare undertakings have entered a new stage of development,and the cognition and investment of public welfare organizations in digitization are gradually increasing.Short videos have become a new platform for the development and mobilization of public welfare projects,with their advantages such as a large user base,strong visual appeal and convenient interaction of public welfare projects.Byte Dance Technology Co.,Ltd.launched the "Byte Dance’s rural plan" in 2018,which is the first public service project in the field of agriculture,rural areas and farmers in China’s mobile Internet industry.It has important research value for exploring the common mobilization path and strategy of public welfare projects in short videos.This study is based on the common mobilization theory and framework,with case analysis and literature research method,the "Byte Dance’s rural plan" public welfare project common mobilization path analysis,in the common formation stage,the most important is the collective identity,"Byte Dance’s rural plan" project by promoting the construction of the collective identity,through the tender words strategy to achieve emotional delivery,in the issue setting level,through the public topic and video topic of different dimensions of awakening,using emphasize specific information,using rhetoric strategy of emotional identity.In terms of emotional delivery,video elements such as sound symbols,image presentation,commentary and subtitles are created to promote the formation of common meaning.In common transmission stage,need to achieve through persuasion communication,including common diffusion,deepening and condensation three levels,"Byte Dance’s rural plan" through the multiple subject and multidimensional channels to realize the spread of common meaning,by strengthening information disclosure and supervision,strengthen user experience to cultivate credibility,improve user trust,in the user’s interactive behavior and interactive ceremony express common meaning,improve emotional energy,reshape the collective memory,realize common condensation.In the stage of co-intention promotion,consciousness can be promoted through the specific actions of multiple subjects,and the sublimation of co-meaning should be completed in the process of consciousness connection,action implementation and organization and mobilization.By expressing the awareness of public welfare and creating public opinion atmosphere,multiple subjects reflect the internalization of consensus,realize the transformation of common intention in online action and online and offline joint action,and promote the integration of resources through seeking cross-organization cooperation and government support,so as to jointly achieve the promotion of common intention.Through the in-depth analysis of "Byte Dance’s rural plan",this paper enriches the academic research on the dissemination and mobilization of public welfare projects in short videos,helps to promote the smooth development of rural public welfare undertakings,and provides some beneficial enlightenment for the better consensus and emotional sharing of public welfare projects in future short videos.