Research On The Development Strategy Of Short Videos Of Educational Publishing In China

Along with the development of the Internet and the continuous advancement of communication technology,short video-a new video form with seconds as the timing unit-has appeared in the public’s view.The popularity of short videos has not only changed people’s media usage habits but also promoted the deep integration of digital technology and the publishing industry.Educational publishing is the backbone of China’s publishing industry,the main position of ideology,and strong support for the high-quality development of education.The integration of short videos and educational publishing is becoming an important way for China’s publishing industry to transform and upgrade,improve quality and increase efficiency,and the development strategy of short videos for educational publishing is worth exploring in depth.Based on the most representative short video platform,Tik Tok,this paper analyzes the development of short videos of educational publishing in China from the perspectives of "5W" :communication subject,communication content,communication channel,communication audience and communication effect.The study found that the main body of the short video accounts of China’s educational publishing houses on Tik Tok has problems such as backward editorial planning awareness,weak production teams and underutilized accounts matrix.In terms of dissemination content,the content theme is mainly book recommendation,but the content tends to be the same;the technical form of short video length is long and lacks editing;the flat expression method lacks highlights.From the viewpoint of communication media,educational publishers are still unfamiliar with the algorithm of Tik Tok,and ignore the secondary communication of users as the main body of communication.The characteristics of the dissemination audience are different,but the learning needs of the audience are not fully satisfied.Therefore,it leads to the weak communication influence of educational publishing short videos at present,and the communication effect is not satisfactory compared with other types of short videos.However,during the study,it was found that Peking University Press,Fudan University Press,Hunan Education Publishing House and Elephant Press on Tik Tok have made certain achievements in the initial exploration of the short video field and have outstanding comprehensive strength.In this paper,we select "Elephant Class",the Tik Tok account of Elephant Press,as a typical case to demonstrate the development of short videos of educational publishing in China in terms of content characteristics,user characteristics and operation effects.First,combine education and entertainment attributes,and explore short video content suitable for different students;second,strengthen the construction of educational publishing talents,and help the integration development of educational publishing;third,conduct in-depth research on users’ learning needs,and enhance the value of two-way interaction;fourth,put social benefits in the first place,and promote economic benefits continuously;fifth,realize the transformation from " educational short videos " to " short videos in education ".It is hoped that this study can be useful for the theoretical discussion on the integration development of educational publishing in China and provide a reference for the practice of short videos of educational publishing in China.