How does Generation Z tell the story of the Yellow River well?

Building a model of influencing factors of short video communication rooted in “Tik Tok” comments

DOI

10.2991/978-2-38476-277-4_42How to use a DOI?

Keywords

Yellow River Story; Rooting Theory; Short Video Communication; “Generation Z”; Model Construction

Abstract

Under the background of globalization and digitalization, the role of “Generation Z” in the international communication pattern has become more and more significant. In the Outline of the Plan for Ecological Protection and High-Quality Development of the Yellow River Basin, Xi Jinping proposed that the contemporary value of the Yellow River culture should be deeply explored and the Yellow River story should be told well. Short videos have become the microphone for “Generation Z” to tell the Yellow River story with its characteristics of fragmentation, mobility, and interactivity, which are suitable for “Generation Z”.

This paper adopts the rooted theory method to study the communication status of the Yellow River story on the platform of “Jittery Voice”. We extracted 5392 effective comments on the platform, refined 136 initial statements, abstracted 14 conceptual categories, and summarized 3 core concepts. Construct a model of the factors influencing the dissemination of the short video of the Yellow River story. The research results show that expression foundation, expression positioning, and expression effect are the key factors influencing the dissemination. Based on this, this paper offers suggestions from four perspectives, namely, content aggregation, intergenerational relay, “Generation Z” main force, and practical force, aiming to enhance the communication effect of the Yellow River story, promote the Yellow River culture, and strengthen the national self-confidence.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinyue Hu
AU  - Chunran Qiu
PY  - 2024
DA  - 2024/09/02
TI  - How does Generation Z tell the story of the Yellow River well?
BT  - Proceedings of the 2024 10th International Conference on Humanities and Social Science Research (ICHSSR 2024)
PB  - Atlantis Press
SP  - 352
EP  - 363
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-277-4_42
DO  - 10.2991/978-2-38476-277-4_42
ID  - Hu2024
ER  -