Research On The Effect And Influencing Factors Of Documentary Public Welfare Short Video

With the development of society,there is a growing demand for public welfare,and public welfare communication has become an important issue in contemporary society.New media network has given birth to various forms of public welfare communication,among which documentary public welfare short videos are one.Although this kind of short video has not developed for a long time,its momentum is very rapid.For example,Tik Tok,the blogger of "Daxiong Team",has 16.05 million fans since the first short video was released in December 2019,with a total praise of 180 million.Documentary public welfare short videos have become phenomenal communication cases.Based on this,this paper makes a content analysis of 72 short videos with over one million praises,makes a mathematical statistical analysis of 240 valid questionnaires,and conducts a 312-minute in-depth interview with 5 audiences with different ages,occupations and regions,in order to explore the communication effect of such short videos and its influencing factors.It is found that:(1)at the cognitive effect level,the audience has a high awareness of content and a wide range of cognitive channels;(2)At the level of attitude effect,the audience is easy to resonate emotionally,but the emotional direction is inconsistent;(3)At the behavioral effect level,the audience’s action conversion rate is low but their willingness is strong.The influencing factors are as follows:(1)At the level of communication content,the original ecological and true content responds to the audience’s inner "seeking truth”appeal;The perspective of daily life can narrow the distance with the audience;The simple background of extensive processing strengthens the audience’s involvement;(2)At the level of communication objects,the identity and emotion of the audience are coupled with the bloggers of civilian images in short videos;The audience cant help but have psychological identity with the blogger’s practice,that is,internalize the "other consciousness" into "self-consciousness";Doing public welfare can meet the needs of personal respect and self-realization.(3)At the media environment level,the development and innovation of technology platform extends the direction and sector of information dissemination,providing conditions for the whole people to participate in public welfare;The supervision and certification of the platform can enhance the authority of information and improve the trust of the audience;The media can make "public welfare" become a public issue of the whole society,and encourage and guide the audience to participate in public welfare.At the same time,based on the empirical survey results,this paper summarizes the problems of documentary public welfare short videos:(1)Documentary public welfare short videos are mainly one-way communication,which hinders audience interaction and donation behavior;(2)The platform lacks certification and supervision of such short videos,which limits the current growth rate of such short videos;(3)The media has not paid much attention to documentary public welfare short videos and lacks scientific value guidance.And put forward the following improvement suggestions on the above problems:(1)The content is comprehensive and objective,avoiding sensationalism and selling misery,and making perceptual and rational public welfare blend;(2)The platform intervenes in auditing and supervision to provide development space for such short videos;(3)Multilevel linkage among platform,media and government forms a public welfare communication system.At the same time,based on the empirical survey results,this paper summarizes the problems of documentary public welfare short videos:(1)Documentary public welfare short videos are mainly one-way communication,which hinders audience interaction and donation behavior;(2)The platform lacks certification and supervision of such short videos,which limits the current growth rate of such short videos;(3)The media has not paid much attention to documentary public welfare short videos and lacks scientific value guidance.And put forward the following improvement suggestions on the above problems:(1)The content is comprehensive and objective,avoiding sensationalism and selling misery,and making perceptual and rational public welfare blend;(2)The platform intervenes in auditing and supervision to provide development space for such short videos;(3)Multilevel linkage among platform,media and government forms a public welfare communication system.