Research On Multimodal Communication Effects Of Video Data Journalism Based On Cognition Mediated Model

The continuous construction and improvement of network infrastructure and the increasing abundance of data sources have provided more possibilities for the development of data journalism.In recent years,due to the rise of short video platforms such as Bilibili and Tiktok,video has gained more space for the development of such information media.In the Internet ecological structure,video has gradually become the bottom application form nowadays,and data news is also gradually presented in the form of video.Video data news integrates three modalities of sound,text and image for presentation,which is more helpful for audiences to understand data news,and video presentation of data news is one of the important directions for future data news development.This study will take the cognitive mediation model as the research framework and combine the multimodal discourse analysis theory to explore the communication effect of video data journalism.Based on the elements of multimodal discourse analysis form and video data news,it is divided into three modalities: sound,text,and image,and subdivided into six mediating variables: sound attention,text attention,image attention,sound-related thinking,text-related thinking,and image-related thinking by combining the two information processing modes in the cognitive mediation model.At the effect level,the dependent variable as knowledge in the original model is expanded into two dimensions of knowledge and affective attitude for measurement.This study will use audience’s surveillance satisfaction motivation as the independent variable,sound attention,text attention,image attention,sound-related thinking,text-related thinking,and image-related thinking as the mediating variables,and cognitive and affective attitudes as the dependent variables to explore the specific ways of information processing and the degree of influence on the communication effect when audiences watch video data news,and to explore the specific The study concludes thatThis study concludes that,first,because the information provided by text and sound modalities is more explicit than that provided by image modalities,text attention and sound attention positively affect audiences’ cognition,and because the information provided by image modalities often requires audiences to further engage in associative thinking to obtain information,therefore,image associative thinking positively affects audiences’ cognition;second,text attention,sound attention,image attention,sound associative thinking,and image associative thinking positively affect audiences’ cognition.The text modality,image attention,sound associative thinking,text associative thinking,image associative thinking,and cognition all positively affect the audience’s emotional attitude,while the text modality is often used as a secondary modality with the image modality to reinforce the emotional attitude that the image modality is intended to convey,and the emotion carried by the text modality is clear,so the text associative thinking does not positively affect the emotional attitude;thirdly,each modality is different The information processing mode is not only influenced by the motivation of surveillance satisfaction,but also the information processing relationship among the modalities will affect each other,so the video data news production should also maximize the utility between the modalities to achieve a harmonious and complementary effect to achieve better communication effect.