Investigation Report On Content Characteristics And Communication Effect Of Douyin Short Videos Of "Honor Of Kings"

In recent years,with the diversified development of online game content dissemination forms,in addition to "playing" the game itself,"watching" others play the game has become a hobby of many online game lovers.The communication channels of pan-game video content are gradually extending from game live streaming platforms such as Douyu to short video platforms.Among them,the short video platform represented by Douyin has become an important channel for game lovers to share the exciting moments of games,learn operating techniques and explore new developments in the game.Studying the influencing factors of short video communication effects from the perspective of audiences can not only expand the research field of online game videos,but also have great significance for short video creators to increase fan stickiness,game manufacturers to build marketing positions,and short video platforms to create game content ecology.Therefore,this paper has taken the popular game "Honor of Kings" on Douyin platform as a case,analyzed the content characteristics of related short videos and the communication effect on the audience,studied the problems and deficiencies in the communication of short videos of "Honor of Kings",and provided some thinking for short video creators,game manufacturers and Douyin platform.The first part of this report has described the background and significance of the investigation,defined the concept of short game video and communication effect,and summarized the relevant research literature in recent years from the four directions of online game,live game,short game video and short video communication effect.The second part,based on the case analysis method,has classified and summarized the short videos of "Honor of Kings" in the hot list of Douyin,and summarized the content characteristics of the short videos of "Honor of Kings" on Douyin from three aspects: communication attributes,static elements and dynamic elements.The third part is the quantitative research part,which aims to investigate the communication effect of short videos of "Honor of Kings" on the audience in three dimensions: communication subject,communication content,and audience motivation.After variable operation of the propagation process,the questionnaire has been designed,issued and collected,and the data analysis of the questionnaire results have been analyzed.The results show that the influence and personality of the communicator of short videos of "Honor of Kings",the information value,emotional inclination and information relevance of the communication content,the information motivation,entertainment motivation and emotional motivation of the communication audience all have different degrees of influence on the cognitive acceptance,emotional attitude and behavioral involvement of the audience.Finally,as the conclusion,based on the previous survey and analysis,this paper has put forward the potential problems in the current Douyin short video dissemination of "Honor of Kings",namely,unclear style positioning of the main body,homogeneous content,solidified audience,viewing addiction and uncivilized content.And this paper has further put forward the future development direction: shaping the image of the account,building a three-dimensional communication;creating high-quality content,exploring the depth of culture;creating a positive communication environment to protect the rights and interests of minors.On this basis,it also has provided a certain reference for the short video dissemination of other online games.