Research On The Influencing Factors Of The Communication Effect Of The Official WeChat Video Number Of Northwest Universities In Ideological And Political Education

With the development of the mobile internet,short videos have gradually entered all aspects of production and life,and their user groups have become increasingly large.With the "Dongfeng" of WeChat and short videos,WeChat video accounts have rapidly occupied a part of the market,becoming one of the commonly used information interaction channels for people,and gradually entering the perspective of public opinion and ideological and political education work in universities.Due to economic and other factors,educational resources in northwest China are relatively scarce.The emergence of WeChat video accounts has brought new opportunities to the education work of universities in northwest China,which is expected to improve the imbalance of educational resources among regions in China.This article takes the official WeChat video accounts of ten universities in the northwest region as the research object,selects some of their published short video works as research samples,and based on a fine processing possibility model,uses multiple linear regression analysis to explore the influencing factors that affect the dissemination effect of official WeChat video accounts in ideological and political education in northwest universities,starting from the central clues and edge clues,using the content theme and video type of short videos as independent variables,I hope to provide reference for northwest universities to improve the effectiveness of online ideological and political education through video numbers.After analysis,it is found that the content theme of the central clue,the title length of the edge clue,the video duration,and the screen format have a significant impact on the communication effect of university video numbers.Finally,based on the results of empirical analysis,suggestions and countermeasures are proposed to improve the communication effect of official WeChat video accounts in ideological and political education in northwest universities from three aspects:WeChat video accounts,new media construction in universities,and college students themselves.