Study On The Effect Of Non-legacy Short Video Transmission

In the 21st century,the rapid development of economy and technology has rapidly changed the appearance of the countryside during the farming period,and the traditional and non-material cultural heritage of the local people has also declined.Feiyi gradually separated from people's daily life,became the museum's "antique"and the performance of the tourist area,became a marginal culture.As early as 2001,China began to promote non-legacy protection by the government.This rescue plan made 800,000 intangible cultural heritages digitally preserved and archived,and at the same time promoted the "Intangible Cultural Heritage Protection Law".Even so,the non-legacy as "living fossils" still face the danger of disappearing,the inheritors are seriously aging,and the heirs are not connected.In the new era,Feiyi urgently needs to change the means of communication and innovate the method of communication to gain the attention of the whole people,especially the attention of young people,and then regain its vitality and vitality.The rise of short video platforms has created opportunities for non-heritage to spread.In 2018,with the two short video platforms Douyin and Kuaishou launching non-heritage-related topics and inheritor subsidy projects,Douyin and Kuaishou platforms became the main venues for non-genetic inheritors to gather.At the same time,the two major information short videos,the watermelon short video based on today's headlines and the pear video based on Weibo,also continue to spread non-legacy culture from different perspectives.The two major social short videos and the two major information short videos together form the current main force in the distribution of non-legacy short videos.Based on these four short video platforms,this paper explores the current situation of non-legacy short video transmission,and through the analysis of the current situation raises the problems of non-legacy short video transmission in the three stages of topic selection,production and distribution.By constructing a three-level index system based on 5W,the author used Pierce coefficient and regression analysis to study the five factors that affect the effect of non-legacy communication-domain authority,account activity,internal availability,content interaction and content immersion Sex.Their specific influence on the propagation effect is:the higher the authority in the account field,the more likes and comments on the short video uploaded by the account,and the more the short video forwarding volume of the vibrato platform.The more active the short video account is,the less likes the account will have.The higher the level of content interaction,the more likes and comments on short videos,which has a positive impact.The easier it is to obtain and understand the content,the more likes will be given to the short video.The higher the immersion of the short video content on the watermelon platform,the more playback the short video gets.In order to improve the research perspective,the author selected 6 popular short videos in the research sample,explored the communication strategy through specific case analysis,and summarized several elements of the success of popular short videos.Specialty:non-genetic inheritors led the increase of the communication threshold;close to:Catch people's attention with topics close to life;Reality:Construct a scene to enhance immersion;Interaction:High-frequency feedback triggers emotional resonance.Based on the above research,the author summarizes the strategy of improving the effect of non-legacy short video transmission from two aspects.In terms of content creation,it is necessary for communicators to find the right entry point and set interactive topics;enhance the editing ability in the later period;innovate communication methods and strengthen social memory.In terms of the operation of non-legacy short video accounts,communicators need to find the correct positioning and establish personnel;balance the content quality and update frequency,while recognizing the positive effect of high-frequency interaction on the effect of communication.