Analysis Of The Dissemination Effect And Influencing Factors Of Short News Videos

The rapid development of Internet new media technologies and the rapid spread of mobile terminals have changed the traditional methods of information production and communication.Audience have experienced three media stages,from text to text plus pictures,and then to mobile short videos.Mobile short video news is a form of news communication with strong social attributes that counts in seconds,carries rich information in the form of sounds,images,subtitles,etc.,and relies on mobile terminals for communication.Its "short,flat,fast" transmission characteristics are in line with audience’s fragmentation viewing habits,satisfying the needs of the audience to obtain diverse information.With these characteristics,it becomes one of the important ways of information communication under the mobile social context.This study starts from the perspective of news communication,and summarizes the connotation,background and development status of mobile short video news through literature analysis,case analysis,and questionnaire survey.This study compares three short video news platforms,Pear Video,Watermelon Video of Today’s Headlines,and Our Video of Xinjing News in terms of contents,sources,and influencing factors,etc.,and summarizes the communication characteristics of mobile short video news.In addition,this study also analyzes the communication effectiveness and influencing factors from audience ’s perspective,and makes relevant conclusions.According to the characteristics of communication and factors that influence communication effectiveness,the development strategies of short video news are proposed.The study is divided into five parts.The first part is the introduction,mainly focusing on the research background,research significance,research status and research uniqueness.The second part makes a detailed and multi-angle analysis of the three short video news platforms:Today’s headline,Pear Video,and Our video through the method of case study,and summarizes the specific characteristics of short video news in mobile social context.The third part is the quantitative research design,in which the operational definitions of the influencing factors are given and the data analysis and investigation process are introduced.The fourth part elaborates the effectiveness of the communication from the audience’s cognitive and behavioral levels.It also analyzes the factors affecting the short-term video news,such as audience participation,content satisfaction,and social driving,to further confirm the research hypothesis.The fifth part combines the above research results and proposes development strategies for the mobile communication of short video news.In terms of content,the production of shorter,faster and richer content will form content integration of UGC+PGC,etc.,and promote the healthy development of short video news from the aspects of audience supervision,platform control,and government supervision;create a cross-platform operation model;strengthen platform sociality;improve new media technologies to achieve accurate notification;and innovate business models to enhance cashability.This study believes that short video news has matured in terms of content production and communication.Short video news communication meets the needs of audience in the context of mobile social media.The audience is optimistic about the development of short video news.The trend of news and video short video market is positive.Thus,this paper analyzes the characteristics of short-term video news communication,communication effectiveness,and influencing factors through empirical research,and proposes inspirational strategies for the future development of short-term video news,hoping that it can start a discussion in the relevant research and provide valuable references for the development of the industry.