Research On The Influence Of Short Video On The Process Of Internet Public Opinion Dissemination

In recent years,with the emergence and development of short videos,the method of information dissemination has changed from the previous method of disseminating pictures and texts.Short video shooting is simple,easy to produce,and integrates text,video,and audio.Its communicators are mainly mobile phone PC-end network users,relying on the Internet for fast forwarding and spreading.Short video can impact the audience's audio-visual system in a short period of time and arouse public attention.Short video content has become one of the factors that trigger online public opinion to a certain extent.The public has many different emotions,wishes,Attitudes and opinions have formed online public opinion.The emergence of short video has brought some new features to the process of online public opinion spread.Accurately grasp the evolution process of online public opinion based on short video,explore its problems in the process of online public opinion spread,and propose reasonable optimization strategies to become the current research Important content of online public opinion.This research mainly takes 30 domestic short-video-based Internet public opinion incidents from 2016 to 2019 as the research object,adopts the literature analysis method,case analysis method and content analysis method as the basic research method,and uses 5W and other related news communication theories,Analyze the characteristics and impact of short video in the process of online public opinion communication from the aspects of communicators,content,channels,audiences,and communication effects,and analyze the short video in the evolution of online public opinion events with specific cases The role.Through research,it is found that short video has a certain impact on the network public opinion communication environment,mainly manifested as the shift of the center of the network public opinion communication subject,the expansion of the network public opinion communication influence range,the network public opinion communication intensity gradually increased,and the network public opinion interaction mechanism is gradually strengthened.This paper analyzes the selected 30 representative short-video-based online public opinion events from the communicator,the main body of communication,the topic of communication,the audience of communication and the results of communication: social livelihood has gradually become a hot topic of online discussion.The phenomenon of "hitchhiking" has accelerated the fermentation speed of online public opinion to a certain extent.At the same time,the phenomenon of network public opinion reversal in the process of short video transmission has also appeared.Short video has gradually become a new response to the online public opinion of relevant individuals,media and departments.form.Secondly,this article uses the 5W theory to analyze the short video transmission process in the case of online public opinion events and finds that: on the communicator,the source of the main body of the short video shooting has the characteristics of grassroots and civilian,and the opinion leaders have expanded the forwarding of the short video.The influence of short video transmission.In the dissemination of content,short video content has attracted the attention of netizens in the process of online public opinion dissemination,triggering online public opinion,supplementing and perfecting the content of the event,promoting the development of public opinion,effectively verifying the truth of the event,and ensuring the direction of public opinion development.In terms of communication channels,the video communication of online public opinion events broadens the communication channels,and at the same time short videos show a diffusion-type communication path.In terms of disseminating audiences,the emergence of public opinion leaders has affected the formation of online public opinion to a certain extent;video imitating behaviors have appeared in short video audiences;group polarization has also led to the extreme bias of online public opinion to a certain extent.In terms of communication effects,short videos mainly play the role of meeting public needs and setting issues in the process of communication.Then,this article analyzes the specific case of "Xi'an Mercedes-Benz Women Owners Crying and Defending Rights" to explore the evolution of the network's public opinion.It is concluded that short video has the following role in the evolution of online public opinion: during the period of online public opinion,short video attracts the attention of the audience and detonates online public opinion.In the development period of online public opinion,the refinement of short video content has promoted the development of public opinion in a multi-polar manner.During the climax of online public opinion,short videos accumulate network sentiment and push public opinion to a peak.During the period of decline in online public opinion,the stereotypes brought by the short video caused the public opinion to subside slowly.In the course of research,this article also found that the short video has the following four major problems in the process of online public opinion communication: first,the falsehood and one-sided cover up the truth;second,the negative effects of bad content on young people;third,"chaos The phenomenon of "processing" is biased towards public opinion;fourth,human privacy is revealed by human search.At the same time,this article proposes four optimization strategies based on the problems that arise: First,from the perspective of media users: improving the quality of Internet users and regulating Internet behavior.Second,from the perspective of the media platform: strengthen auditing efforts and strengthen public opinion monitoring.Third,from the perspective of government departments: to ensure that the information is open and responded in a timely manner.Fourth,from the perspective of legal policy: standardize industry behavior and improve relevant regulations.In the face of online public opinion events based on short videos,only by specifically analyzing the evolution of the online public opinion of each event,strengthening the interaction between the government,the media and the public,and ensuring the timely disclosure of information can we effectively control the online public opinion.The direction of development will reduce the negative impact of online public opinion events,thereby establishing a healthy and orderly network environment.