Research On The Factors Affecting The Internal Communication Effect Of Chinese National Image Propaganda Films In The Network Environment

The national image promotional film is one of the momentous ways to show the image of a nation.With the development of the Internet,the network has become the main channel for publishing national image promotional films.Since the first national image promotional film was broadcast officially in 2011,new national image promotional films have been constantly appearing.However,the dissemination effect of the films on the network is not stable,and the evaluation of domestic audiences varies.If we want to solve the problem of unstable dissemination effect,we need to know what factors will affect the dissemination effect of propaganda film.In this paper,the dissemination effect of Chinese national image propaganda film on domestic dissemination is the object of study.Based on the theories of effect theory,attitude three elements theory,ELM model and correlation theories,we deeply explore the factors influencing the dissemination effect of the national image propaganda film.In this study,10 factors involved are discussed,including source professionalism,source credibility,information interest,information pertinence,information quality,media perceived usefulness,media perceived ease of use,audience involvement,audience experience and content element preference.As for communication effect,three dependent variables are adopted,which are audience cognition,audience emotion and audience behavior.To collect and analyze data,questionnaire survey method is used in this study.By the result of the study,Source specialization,information interest,information pertinence,information quality,media perceived ease of use,audience involvement,audience experience,and content element preference have a positive impact on the dissemination effect.Based on the research results,the relevant suggestions and strategies are proposed for the network dissemination of national image promotional films.