Research On Short Video Platform Communication Of Beijing Winter Olympic Games From The Perspective Of Framework Theory

During the 2022 Beijing Winter Olympics,the Kwai short video app will combine various new media emerging elements with short videos,promoting the spread and development of short videos of ice and snow sports during the Winter Olympics.Although the curtain of the Beijing Winter Olympics has come to an end,the topic of content dissemination of large-scale sports events deserves further consideration and attention.Unlike previous years,short videos have become the most representative means of communication for the Winter Olympics.Kwai short video APP has not only been authorized to broadcast the Winter Olympic Games,but also consciously adopted new ideas to plan,produce and disseminate the content of the Winter Olympic Games.The arrival of the "Short Video First Year" of the Winter Olympics has greatly changed the way large-scale sports events are disseminated,creating a new media landscape.In the context of the vigorous development of new media,the communication effect of short video content for large-scale sports events has been greatly improved,and the communication power has also been greatly enhanced.In this study,6799 items related to the Winter Olympics released by Kwai short video APP from January 28,2022 to February 27,2022 were selected as analysis samples.Based on the high,middle and low levels of the news framework,the framework analysis is carried out,and combined with the use of literature,content research and mathematical statistics,the content dissemination characteristics and dissemination value of the Kwai short video APP for the Beijing Winter Olympic Games are summarized.The purpose is to find out the problems in the content dissemination of the Winter Olympic Games,and to put forward constructive optimization suggestions for the short video platform in the dissemination of future international events.The results of this study show that the high-level framework of the content dissemination of the Winter Olympics of Kwai short video APP focuses on the presentation of sporting events,highlighting the theme of progressive progress from individual value narrative to national image construction,and showing the style of a sports power;The medium level framework presents the characteristics of content dissemination in which mainstream media have the main discourse power and the content is mostly focused on the domestic perspective;The low level framework shows that Kwai APP mainly focuses on short video communication,and multiple forms such as live broadcast,interactive games,and self-made content IP promote communication.The content narrative tone shows humanistic care.The research found that the Kwai short video APP is of great significance to the communication of the Winter Olympic Games.In this process,massive content is transmitted in a matrix manner.The multi-dimensional narrative structure fully demonstrates the Olympic spirit,helps to build a good international image,affects the public perception of the Winter Olympic Games,and also provides a continuous impetus for the development of ice and snow sports.However,there are still areas for improvement in content dissemination,such as issues such as a single source of content,simple narrative structure,and drawbacks in platform algorithm mechanisms.After the Beijing Winter Olympics,the dissemination of international sports events will move towards a new starting point.In the next Winter Olympics cycle,short video platforms should continue to create new forms of content expression,enrich narrative styles to meet the needs of more audiences,and continue to explore more comprehensive new trends in content dissemination.