| Public service advertisements vigorously advocate social harmony,improve citizens’ health awareness,and the concept of green development,which has boosted the construction of China’s socialist spiritual civilization.At present,emerging media such as short videos have developed rapidly,and emerging Internet user groups have risen.In the era of intelligent media,users are accustomed to using short video media.The public service advertisement dissemination of Douyin platform,and the interactive behavior of users in their communication is an important basis for public service advertising to achieve effective communication in the intelligent development of the new media era.Through the basic explanation of the principles of algorithm technology and other hidden operating technologies in the process of public service advertisement dissemination on the Douyin platform,it will reveal the various forms of public welfare content production,as well as the platform’s various distribution strategies for public service advertisements.match the content.Research on user interaction behavior in the process of public service advertisements on the Douyin platform,and use questionnaires and interviews to conduct research on Douyin users,analyze the occurrence goals and production factors of users’ explicit interactive behavior,and analyze users’ explicit interaction behavior.The interactive behavior is classified into browsing participation behavior,sharing participation behavior and content participation behavior;the implicit operation mechanism of the Douyin platform is explained,and the interaction mechanism between Douyin and users through technology is deconstructed.way,using artificial intelligence to empower interactive behaviors.Compared with the interactive behaviors produced by other advertisements,the particularity of public service advertisements lies in the difference in the degree of initiative of the participants.The main body of interactive behavior in public service advertising communication is more active,such as public welfare marketing,which is using people’s good initiative for public welfare communication.Finally,in the study of the combination of explicit existence and recessive operation in the process of public service advertisement dissemination on the Douyin platform,the “interactive communication” of Douyin itself as a social communication platform is the basic condition for giving social attributes to public service advertisement dissemination.Audio platform public service advertising communication efficiency paradigm:interactive behavior creates a more comfortable form of communication;interactive behavior produces strong diffusion;interactive behavior promotes deep perceptual immersion.By analyzing the algorithm-recommended applications and user interaction behaviors in the short video public service advertisement dissemination process on the Douyin platform,as well as the current situation of public service advertisement dissemination,it is concluded that the public service advertisement dissemination on the Douyin platform has the shortcomings of simple imitation and copying of original content,and the main body of public welfare communication on the platform.The development dilemma of lack of synergy between the two,and the existence of precision traps in the public welfare communication algorithm.Based on the above research conclusions,some enlightenments for the communication of public service advertisements on the intelligent short video platform represented by Douyin are put forward in a targeted manner.The specific manifestations are: deepening the immersion in interactive behavior;generalizing users to comprehensively promote public welfare communication;integrating The multiple subjects of public service advertisement dissemination. |
