| As a new form of self-media,online short video and live streaming video are changing people's ways of social entertainment and information acquisition,the characteristics of fragmentation and strong transmission force give them incomparable advantages in content expression.While the user scale of online short video and live streaming video increases,capital also continues to enter the industry of online short video and live streaming video.The overall market revenue scale of the two industries is huge,and the advantage of the industry is obvious.According to the data released by the China Internet Development Center in 2019,the user scale of live streaming video was 397 million in December 2018,showing a reduce of 25.33 million compared with 2017;the user scale of online short video application reached at 648 million,increasing by 99 million compared to 2017.It can be seen that the loss of users of live streaming video was caused by the online short video.The live streaming video was affected by the online short video,which showed an upward trend.Based on the impact of online short video on live streaming video and their common characteristic as self-media,this study used the classic communication theory "5W model" as the theoretical framework,using the idea of comparative research and combining quantitative and qualitative research methods.From the five aspects of subject construction,audience generation,channel expansion,content design and effect realization,the differences between online short video and live streaming video communication characteristics were discussed,trying to find the general differences and analyze the reasons why online short video affect the live streaming video.In terms of subject construction,according to the characteristics of online short video and live streaming video content production,the content production publisher was taken as the construction subject,and their differences were compared in terms of identity,starting point and characteristics.In terms of audience generation,virtual ethnography was used to conduct in-depth online and offline interviews with six interviewees,and qualitative analysis was made on their motivations.In terms of channel expansion,a block diagram of their channel expansion was drawn by combining the relevant research reports of “Iresearch”,and the characteristics of both content presentation channels and propagation channels were compared.In terms of content design,taking "douyin" application and "douyu" application as examples,a comparison chart was drawn to compare the differences between the content top-level design and the positioning plate design.In terms of effect realization,the questionnaire method was used to compare the characteristics of the audience's basic information,contact perceptions,attitudes,and behaviors,and the analysis of the effects of communication from the three levels of cognition,attitude and action.Finally,for the horizontal comparison of each aspect,specific subtle differences were summarized and the overall differences were extracted.This study finds that the overall difference between every two aspects is the difference in the perspective of emotional communication and the property of "self-media".Based on the understanding of the core characteristics of online short video and live streaming video as well as the subtle differences and overall differences in each dimension,this study forecasts the future of both from the perspective of industry.With the improvement of Internet content contact standard,online short video will become a powerful attachment means and drainage tool.The resource integration and innovation integration of online short video and live streaming video usher in the next "trend ". |
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