Research On The Audio-visual Language And Creation Strategy Of Public Welfare Short Videos Under The Background Of Integrated Medi

With the rapid development of the Internet and the popularity of intelligent terminal devices,short video as a new media communication form is rising rapidly.Not only do personal media accounts realize commercial realization with the help of short video platforms,but mainstream media such as People’s Daily and News Website also begin to make use of the transmission power of short video to rapidly deliver more "positive energy" news or national events to people’s mobile phones and other clients.Although short videos have maintained a hot development trend,more of them only play their commercial value.However,in terms of using this new form of media communication to promote public welfare and spread positive energy,the effect of short public welfare videos in terms of production quantity,publicity intensity and broadcast popularity is unsatisfactory.This paper closely integrates the development background of new media short videos in the media era,starts with the audio-visual language performance characteristics of short videos,deeply analyzes the popular short videos from multiple angles,and finally points to the creation rules of public welfare short videos.First of all,it introduces the concept of new media short video in the context of fusion media,analyzes the concept and development characteristics of current fusion media,describes the development process of new media short video,and introduces the concept of public welfare short video.Secondly,commercial and entertainment short videos and public welfare short videos are analyzed and compared from multiple perspectives.Finally,the paper further compares traditional film and television works with new media short videos in terms of audio-visual language direction,and elaborates the innovation of new media short videos in terms of composition form and soundtrack selection.Finally,the creation principle of public welfare short videos is summarized and its development trend is clarified,and the visual and auditory aesthetic construction of public welfare short videos in the future is prospected.