Research On The Emotional Communication Of Commentary

Currently,short videos have gradually gained importance in the public social domain,and how to use them to expand the influence of traditional mainstream media has become an academic focus.The "News Sister" Douyin account was established in May 2020 and is currently the most outstanding news commentary account among domestic accounts.Therefore,studying the "News Sister" Douyin account has to some extent expanded the research scope of mainstream media on short video platforms,widened the factors affecting the dissemination effect,and provided reference and suggestions for other mainstream media to create news commentary accounts.This article takes the "News Sister" Douyin account as the research object and comprehensively constructs the dissemination effect based on research on emotional communication and dissemination effect,using the dimensions of dissemination breadth,identification degree,and participation degree.The top 100 videos ranked by likes in the past year were selected as research samples.Multiple influencing factors such as emotional tendency,emotional type,emotional subject,emotional words,content theme,duration,push mechanism,and visual effects of the video samples were encoded.Through differential tests and regression analysis in SPSS,the influence of emotional communication on the dissemination effect of the "News Sister" Douyin account was explored.The research conclusion shows that videos with a negative emotional tendency have a positive impact on the dissemination effect,and videos with the emotional type of "government credibility" have a positive impact on the dissemination effect.Events related to the emotional type of "social moral maintenance" have a positive impact on the identification degree."Hot events" have a positive impact on the dissemination effect,and the "push mechanism" has a positive impact on the number of views.However,videos with the emotional subject of "ordinary heroes" have a negative impact on the dissemination effect,and the number of "jargon" words has a negative impact on the dissemination effect.Meanwhile,the duration and visual effects have no impact on the dissemination effect.Finally,this article proposes a framework for emotional construction analysis of the "News Sister" and makes suggestions for emotional communication strategies.The limitations and prospects of this research are also discussed.