A Study On The Dissemination Effect And Influencing Factors Of The Account Of "CCTV Agriculture" On Bilibili Platform

In the background of the country actively promoting the strategy of rural revitalization and promoting the development of the "rural areas",the political media of the three rural areas are developing rapidly,and in line with the trend of the Internet,they have been stationed in the major short video platforms,becoming the main position to promote the knowledge of the three rural areas and effectively help the development of the "areas".The short video platform has become the main platform for information release and dissemination,and the mainstream media have been stationed there to actively build a short video communication matrix,giving full play to the social media communication power of short video,realizing full coverage of social media communication,leading public opinion guidance,transmitting government information,and realizing interaction and communication between the government and the people.The new media of agriculture and politics are mainly based on the media stationed in CCTV17 agricultural and rural channels on various platforms,such as the "CCTV Agriculture" accounts of Jitterbug and Racer,and the "CCTV" account of Bilibili pop-up video network,etc.The main content of the short videos of agriculture and politics is to release the knowledge related to agriculture and agriculture policies.At present,it is necessary to mobilize more youth groups to promote the rural revitalization strategy and actively exert youth power,but the youth groups have relatively less knowledge about the rural areas,so it is necessary to open the dissemination degree of the rural areas knowledge among the youth groups and expand the coverage rate of the rural areas knowledge among the youth groups,while the user group of Bilibili platform is mainly youth,so CCTV 17 agricultural and rural channels stationed on Bilibili platform and created "CCTV Agriculture" on Bilibili platfoem.Therefore,CCTV17Agriculture’s and Rural Channel’s presence on Bilibili platform and the creation of CCTV Agriculture account can play an important role in expanding the dissemination power of the knowledge of the rural areas among the youth groups.However,the prerequisite for expanding the dissemination coverage is that the video achieves good dissemination effect.Therefore,this paper is devoted to studying the dissemination effect of CCTV Agriculture’s account on Bilibili platform and the main factors affecting its dissemination effect,and suggesting corresponding strategies to improve its dissemination effect.This study adopts the content analysis method and case study method to design the research,and combines the cognitive attitude with specific indicators to analyze the communication effect,which is divided into three aspects: communication breadth(cognition),communication recognition(emotional attitude)and communication participation(interactive behavior);the influencing factors are divided into content attributes(content theme,emotional type),editing attributes(video category,video length,screen format,with The influencing factors are divided into three dimensions:content attributes(content theme,emotion type),editing attributes(video category,video length,screen format,with or without subtitles)and publishing attributes(organization form,cover type,publishing time),and the theoretical model of influencing factors of CCTV Agriculture’s account is constructed by referring to the models used in existing studies.All videos of the account of "CCTV Agriculture" on Bilibili platform from the time of its inception to October 10,2022 were selected,and the videos that did not meet the requirements were eliminated to finally obtain 561 video samples,which were coded according to content theme,emotion type,video category,video length,screen format,with or without subtitles,organization format,cover type and posting time period.The correlation analysis test was conducted using spss software to examine the factors affecting the dissemination effect of the account of "CCTV Agriculture" on Bilibili platform.It was found that factors such as content theme,emotion type,cover type,posting time period,video category,video length,screen format and with or without subtitles affect the communication effect of the account of "CCTV Agriculture" on Bilibili platform,while organization format does not have a significant effect on its communication effect.The content themes of rumors,agricultural knowledge and current affairs have a positive influence on the dissemination effect of CCTV Agriculture’s account on Bilibili platform;the types of humor and emotion without obvious feelings positively influence the dissemination effect of videos;the types of videos recorded in the studio,the length of videos of 1-5 minutes,the vertical screen format,videos with subtitles,the types of independently created covers and the release time of morning and night have a positive influence on the dissemination effect of videos.The effect of the videos is positively affected.It can be seen that the account of CCTV Agriculture on Bilibili platform should focus on content and deepen content production,while balancing the form of entertainment with the authority of content;and optimize production details to bring audiences an excellent audio-visual experience;in addition,the video release should be close to user habits to improve user stickiness.