| Online video has become an important carrier of current political content,and political communication in the form of video has greater and greater practical significance.In order to comply with the trend of video,all kinds of media have entered the video platform,and it has become a new communication phenomenon for young people to understand current political information through station B.Observing the current politics short videos at station B,there is a tendency of entertainment communication to varying degrees.In view of this phenomenon,based on the Elaboration Likelihood Model,this paper constructs an analysis and research model of the influence factors of the communication effect of the current politics short video of station B,and determines the content of entertainment(emotional expression,narrative angle)and the form of entertainment(lens editing rate,expression package,ACG elements,background music,emphasis subtitles)as the central path,and the video attributes(video category,video creation form,video cover)as the edge path.Select the account number of CCTV News and Guancha Syndicate at station B as the research object,based on 360 samples of current politics short videos,use content analysis and case analysis to explore the characteristics of entertainment communication of current politics short videos at station B,analyze the entertainment communication preferences of different media,analyze the factors affecting the communication effect,and compare the different effects of central path and edge path on the communication effect.The results show that the characteristics of the entertainment communication of current politics short videos at station B are mainly shown in the following aspects:(1)the expression of emotional exposure stimulates the content expressiveness,and the personal narrative realizes the people-friendly expression of political topics and the disenchantment of politicians.The content entertainment strategies of CCTV News and Guancha Syndicate are basically the same,but there are differences in the choice of current political topics.CCTV News pays more attention to topics related to people’s feelings and people’s livelihood,and Guancha Syndicate pays more attention to topics related to politicians.(2)Reasonable lens editing forms a strong visual impact,expression packs bring strong irony,ACG elements narrow the distance between the media and users,background music renders the emotional atmosphere,and emphasizes sexual subtitles to attract users’ attention.The formal entertainment strategies of CCTV News and Guancha Syndicate are quite different.CCTV News focuses on the audiovisual feelings of users,and Guancha Syndicate focuses on how to create public opinion explosion points.The influence factors of the communication effect of current politics short videos at station B are mainly reflected in five aspects: personal narrative,high camera editing rate,use of ACG elements,use of emphasized subtitles and independent uploading of video covers.These five factors will significantly improve the communication effect of current politics short videos at station B.In addition,the central path and the edge path work together on the transmission effect of the current politics short videos of station B.The central path produces a lasting transmission effect,and the edge path produces a temporary transmission effect.According to the research results,this paper proposes a communication strategy to improve the entertainment communication effect of the current politics short videos of station B,which can be carried out from three aspects: the content of entertainment,the form of entertainment and video packaging.Specifically focusing on the individual perspective and achieving circle breaking communication,strengthening the form innovation and enriching the means of expression,designing the cover independently to catch the attention of users. |
