Study On Communication Strategy Of Self-Media Film And Television Commentary Short Videos

Fast food thinking and information fragmentation are gradually filling modern society,and the pace of life of modern people is getting faster and faster.The quality of today’s film and television dramas is uneven,it is difficult for people to focus on enjoying a film and television program for a long time,and film and television commentary short videos introduce the entire work to the audience in a few minutes to tens of minutes,which is undoubtedly a cost-effective choice for many people who are busy with life and do not want to waste too much time on film and television works,therefore,film and television commentary short videos came into being.This paper selects the works of self-media film and television commentary short video creators(that is,opinion leaders in this field)with a large fan base and strong personal style for comparative analysis,explores the development process and dissemination status of such short videos,and uses the questionnaire survey method to analyze their communication effects,and then explores the deep-seated reasons for the explosion of the cultural phenomenon of self-media film and television commentary short videos,that is,its communication strategy.In this paper,the questionnaire investigates audience feedback through the two dimensions of "use and satisfaction" and "opinion leader",and conducts corresponding data analysis on the obtained effective questionnaire through SPSS software,and summarizes the feedback of audiences on self-media film and television commentary short videos on current short video platforms and social media platforms,deeply analyzes the current advantages and disadvantages of self-media film and television commentary short videos,and summarizes their widely popular communication strategies.And give practical opinions and suggestions based on the current social environment.