Research On The Dissemination Optimization Strategy Of Gourmet Short Video

As the saying goes: "People take food as the sky",from ancient times to the present,food has been deeply loved by the masses.Since 2016,with the rise of vibrato and short-shot short video apps,short videos rely on its simple production process,The diversified content,short time,and strong social attributes have attracted many creators and audiences.More and more food lovers have begun to create short food videos.Since the development of short food videos,the content of food has been transformed from the original theme of "hunting strange" and "vulgar" into interesting,knowledgeable and connotative content themes.At the same time,due to the difference between the gourmet short video and the previous media such as TV and movies,the gourmet short video is increasingly accepted by the audience due to its innovative form and characteristic content,which has a profound impact on the audience and society.This article is to explore the current communication strategies of short-range gourmet foods through innovation diffusion theory,5W communication mode,demand hierarchy theory and other related theories.It is studied through literature research,case analysis,content analysis and other methods.There are five chapters.The first chapter is the introduction.It mainly introduces the research background and research significance of gourmet short videos.At the same time,it reviews and introduces the relevant literature,pointing out that the innovation diffusion theory is also applicable to the gourmet short videos.Spread and spread.The second chapter introduces the development process,types,and characteristics of the development and diffusion of the "innovative thing" of the gourmet short video,and points out the advantages of the diffusion of the innovative thing of the gourmet short video.The third chapter is a concrete explanation of the problems existing in the short video of the food of the day: such as lack of innovation in content,low user viscosity,single profit model,etc.The fourth chapter is based on Lasswell's "5W" communication model,and analyzes the 5W elements in the process of gourmet short video transmission.The fifth chapter focuses on the problems of the short food videos in the previous article,as well as the problems of the 5W elements in the communication process,and proposes an optimization strategy.The video optimization strategy is explained.Through research,the paper found that in the process of spreading and spreading gourmet short videos,with the dual advantages of media technology and audience needs,the development prospect is good.In the context of the fast-paced era,gourmet short videos meet the diverse needs of audience It also further promotes the spread of gourmet culture and enhances the cultural connotation of gourmet.However,there are still some problems in the development of gourmet short videos,such as serious homogenization of content,low user viscosity,and difficulty in realization,etc.In the future process of diffusion of gourmet short videos,different communication subjects Choose different communication strategies,insist on content being king,continue to input original and meaningful videos,and at the same time make full use of the advantages of different communication channels to meet the needs of the audience,in order to achieve good communication effects and realize the realization of content,Further promote the development of gourmet short videos.