Research On Status,problems And Countermeasures Of Short Video Public Welfare Communication

At present,short videos have become people's daily contact mediums,which have greatly satisfied the expression of personal opinions and emotions of the public.More and more public welfare participants have begun to use short videos to carry out public welfare activities and public welfare projects.This article selects the representative “Kwai” short video APP as a case study to discuss the current situation,problems and countermeasures of short video public welfare dissemination.The short video public welfare communication has gone through a tooling phase centered on image relationships and a social phase centered on user relationships.The three elements of short video public service producers,short video app and public video viewers constitute the basics of short video public service Based on this,the fission propagation formed by user feedback,sharing within the group and re-creation constitutes the overall process of short video public welfare dissemination.The subjects of public service transmission of short videos are diversified,including personal accounts,institutional accounts and official distribution of short videos.In terms of communication content,the normal public welfare communication is carried out through the public welfare topic challenge of image and text,short video fusion and public welfare live broadcast,while the abnormal communication content is composed of common records of ordinary users,public welfare organizations,media and institutions.Short video combined with various forces to form a diversified communication channel for all media integration,and created an innovative communication channel-theme zone based on its own characteristics.At the same time,short video public service transmission has the characteristics of algorithm empowerment,de-centralization,strong connectivity and fission transmission.Through the analysis of the current situation of short video publicwelfare communication,it is found that short video public welfare communication has problems such as low attention to process content,distortion of public welfare information,and lack of rationality in public welfare participation.These problems are mainly caused by the content production system in public welfare communication.Imperfections,a sudden increase in the difficulty of information control,and emotional infections lead to group loss.These problems have affected the development of short video public welfare to a certain extent.In response to the above problems,this article attempts to propose the following countermeasures and suggestions:First,improve the public welfare content production system by forming a professional public welfare team,innovating public welfare content and forms,and encouraging users to produce public welfare content;Governance,the introduction of third-party evaluation mechanisms to establish trust and supervision systems;the third is to encourage public rational participation in public welfare by guiding the public to rational supervision,cultivating a modern public welfare spirit,and setting up a "cooler" function.