Research on the Communication Effect of China Mobile Short Video News

Taking “Pear Video” in Sina Weibo as an Example

DOI

10.2991/assehr.k.210313.025How to use a DOI?

Keywords

short video news, Pear Video, communication effect, influencing factors

Abstract

“Pear Video”, established in 2016, has already been one of the most representative mobile short video news media in China. Its production model and concept have attracted great attention from Chinese scholars. This paper selects short video news published on the Weibo platform of “Pear Video” as the research objects. The two dimensions of text characteristics and news value elements are independent variables. In this paper, the method of multiple linear regressions is used to examine the influence of independent variables on the popularity of content, and the six hypotheses are all valid. It is found that the vitality of the text has a significant impact on the user’s retweet behavior, and the appeal of news topics during the communication has a significant impact on the users’ likes, comments, and retweets. Finally, suggestions are provided for improving the quality of the news on “Pear Video” to achieve better communication effects.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ying Yang
PY  - 2021
DA  - 2021/03/15
TI  - Research on the Communication Effect of China Mobile Short Video News
BT  - Proceedings of the 2020 International Conference on Language, Communication and Culture Studies (ICLCCS 2020)
PB  - Atlantis Press
SP  - 134
EP  - 141
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210313.025
DO  - 10.2991/assehr.k.210313.025
ID  - Yang2021
ER  -