Search

The COVID-19 pandemic has had a huge impact on the world’s social development, especially tourism development, and has also spurred the industry to update its marketing model. In the post-pandemic era, traditional offline marketing cannot meet the needs of the industry and tourists, highlighting the urgent need to change marketing methods. Short video social media platforms, represented by Douyin, have become an important means for short video marketing and tourism destination marketing. This study aimed to analyze the impact of short video marketing on tourist destination perception in the post-pandemic era. The study collected comments on short videos on Douyin about the theme park Xiyou Paradise using crawler software (version 8.6.2). The ROST CM6 software (version 6.0) was used for word frequency, social network semantics, and sentiment analysis of the crawled data. The results revealed shortcomings in short video content and short video marketing effects, for which the study proposed solutions. The findings are expected to provide suggestions for tourism destination marketing and enrich the research on tourism short video marketing.

As short video addiction has gradually become an emerging Internet behavioral addiction, its negative impacts on the student population have been noticed and cannot be ignored. Based on a literature review, this study referred to the person-process-content framework and drew on the ecosystem theory to define the relationship between short video addiction, learning avoidance motivation, learning commitment, and silent classroom behavior by using structural equation modeling. This study recruited 1000 participants from Chinese vocational colleges to fill out questionnaires. With an effective recovery rate of 94.6%, there were 946 effective study participants comprising 445 males (47%) and 501 females (53%). After it was confirmed that the data passed the reliability and validity tests, structural equation model analysis was carried out. The study results showed that short video addiction was positively correlated with learning avoidance motivation, but negatively correlated with learning commitment; on the other hand, study avoidance motivation was negatively correlated with learning commitment, but positively correlated with silent classroom behavior. Meanwhile, there was a negative correlation between learning commitment and silent classroom behavior. As a result, the negative correlation between short video addiction and learning behavior needs attention from parents and teachers.

Short videos are very popular among students, but the immersive nature of the software makes them prone to problematic use and even addiction. Internet addiction, including short-video problematic use, has been a hot topic in recent years due to the COVID-19 epidemic. However, there are few empirical studies that have explored the effects of short-video problematic use on students. Thus, vocational colleges in China were recruited to participate in this study. There were 1089 effective participants, with a valid recall rate of 90.8%. This included 466 male students (42.8%) and 623 female students (57.2%), with a mean age of 19.19 years (standard deviation of 1.07 years). Five hypotheses were proposed and validated by structural equation modeling within the framework of ecological systems theory and engagement theory to explore the association of short-video problematic use, three types of learning engagement, and perceived learning ineffectiveness. Research findings showed that: (1) short-video problematic use has a negative effect on behavioral engagement; (2) behavioral engagement has a positive effect on both emotional and cognitive engagement; and (3) emotional and cognitive engagement have a negative effect on perceived learning ineffectiveness. According to the results, it can be seen that short-video problematic use has a detrimental effect on students’ learning experiences, so teachers and parents need to pay attention to the negative effects of excessive use among students.

User marketing information sharing plays a significant role in boosting the effectiveness of short video marketing. Exploring the factors influencing the willingness to share has become a meaningful way to improve the dissemination of marketing information. This study examines how the characteristics of short video platforms affect users’ willingness to share marketing information and investigates the mediating role of users’ flow experience. We adopted qualitative and quantitative analyses to explore the issue. Twelve participants were recruited to conduct the online interviews and 306 valid data points on users’ willingness to share marketing information were obtained through a questionnaire. The study was conducted using structural equation modelling (SEM) and mediating effect tests. The interviews verified that the information quality, the service quality, and the system quality are essential characteristics of a well-established short video platform. The results of the empirical analysis showed that the information and the service and system quality of short video platforms have a positive impact on users’ willingness to share marketing information through perceived control and pleasure, respectively. The effect of information quality on users’ desire to share marketing information is the strongest. This study provides a reference for short video platforms to optimize and improve their marketing effectiveness.

This paper analyzes live streaming and short video’s impact on product sales in the Chinese e-commerce industry and how content of short video can influence its original effect. Using data collected through web scraping, I find that store live streaming, influencer live streaming and short video all have a positive impact on product sales in the current period and in the long run. Influencer live streaming has a longer carryover effect, but over-advertising using influencer live streaming may have a negative impact. The amount of short videos released by competitive brands has a positive spillover effect on products within the same category. As for the between-category difference, influencer live streaming has a stronger positive effect on experience goods, while store live streaming has a stronger positive effect on search goods. For content analysis, the sentiment score of the short video can positively predict the sales volume.

With the rapid development of the Internet and the rise of mobile short videos, advertisers have turned their attention to online video advertising. Short video advertisements attract more and more companies to carry out marketing activities through mobile short videos due to their interactive, vivid and mandatory features. Short video advertisements have become the best choice for more companies, so when using short video advertisements to push out content, they should be more aware of each consumer's different purchase intentions. This article investigates the impact of short-video advertisements on consumers' purchase intentions using affective cognitive theory and cognitive mediation theory. The study found that the magnitude of short video bandwagon offers is large enough to make consumers think of taking advantage of them. The odds of purchasing are increased because of supporting a favorite anchor. Watching the same advertisement for a long time will leave a deep impression and increase the chance of purchase. In the era of big data, the database analyzes consumers and pushes products with a high probability of purchase. Finally, the article also gives some recommendations for advertisers and short-form video software providers based on the research.

City image is the social impression of the city, which affects the public's evaluation of the city. With the development of new media technology, city image communication has separated from the previous way of official media and entered the stage of mobile terminal short video, and improved the sense of acceptance of publicity with the help of network video. With the help of short videos, cities can shape their urban image, build urban recognition, and attract public attention. This paper focuses on the analysis of the fragmentation of the city image in the short video communication, matching the characteristics of the city and creating the network meme characteristics. And when facing the dilemma of homogenization and mimicry in communication, cities adopt conventional methods in four aspects: communication subject, communication content, communication perspective, and distribution.

The audience spontaneously acted as "tap water" to initiate short video marketing, successfully triggering the box office market of the domestic literary film Return to Dust, making it a typical case of the film industry with great significance. The "tipping point" of the film at the box office is not only due to the combined effect of the dissemination of the short video of secondary creation and the live streaming of the traffic stars but also due to the topic sense created by the spiritual core of the film itself. At the same time, it benefits from the cross-media communication environment created by the UGC (user-generated content) model and the precise push of big data. With the combined force of these three parties, a breakthrough effect was formed, creating a "box office miracle" for domestic literary films. The short video explosion of the domestic literary film market is quite enlightening: only by taking quality as the core to create excellent films and taking traffic as a gripper to promote film cross-media marketing, can we get out of the film development road of "traffic + quality" with Chinese characteristics.

In today's Internet age, more and more consumers are using the Internet in shopping, watching videos or communicating in social media, and their shopping and lifestyle has changed accordingly. The explosive growth of short videos in recent years has led many Internet marketing companies to use short videos to promote their products, especially in the cosmetics industry which has great potential for market demand and sales in Mainland China, and can be able to promote their products by short video online. This study provides cosmetic marketers by understanding the factors in producing cosmetic short video which can affect consumers’ purchase intention in Mainland China when they are using cosmetic short video promotion. The literature review of this study identified six factors: informativeness, perceived usefulness, interesting content, quality of comments, quantity of comments and key opinion leader that have relationships with purchase intention. This study collected 195 responses from consumers in Mainland China and employs quantitative research to collect the questionnaires and data. This study found that perceived usefulness, quantity of comments and key opinion leader in cosmetic short video are significantly related to purchase intention, while informativeness, interesting contents and quality of comments had no effect on purchase intention. Therefore, cosmetics marketers should focus on the perceived usefulness, quantity of comments and key opinion leader factors in cosmetics video to increase consumers’ purchase intention when watching cosmetic short video.

With the development of film and television industry and the rise of new media short video, film and television postproduction process has higher and higher requirements for image quality. In film and television postproduction, optimizing the image quality can enhance the resolution and make the image more vivid and detailed. High-quality image can fully embody the value of film and television, as well as promote the development of new media short videos. This paper optimizes image quality by improving image processing technology, thus improving the quality and value of film and television and new media short videos. In this paper, a convolutional neural network combined with a nonlinear activation function is used to establish an improved image processing technology model to efficiently extract image features. This technology can enhance the ability to extract image features, improve the accuracy of image feature extraction, and then improve the image resolution and details, thus improving the image quality in the process of film and television postproduction. The results show that the average value of PSNR is 30.29. The average value of PSNR of the proposed algorithm is higher than that of other algorithms, indicating that the error between the image processed by the proposed algorithm and the original image is small. The average SSIM of the algorithm in this paper is 0.903, which is closer to 1. Compared with other algorithms, the structure processed by the algorithm in this paper is more similar to the original structure, resulting in a better graph. The algorithm in this paper has the best performance on both the peak signal-to-noise ratio (PSNR) and the structural similarity (SSIM). The improved image processing technology proposed in this paper can effectively improve the accuracy of image feature extraction, making film and television or new media short video images of higher quality.

Short video online learning resources are widely used in online learning classes because of their strong display ability, popularity and easiness to understand and concise content. The existing learning resource recommendation methods usually ignore the local time series dependence information and possible periodic changes of students' historic online learning rules, and are not suitable for the recommendation scenarios of short video online learning resources. Therefore, this article studies the personalized combination recommendation method of short video online learning resources. Preprocessing of short video online learning resources is carried out, including content feature analysis and candidate recommendation list generation. Then, based on the initial recommendation list, a combination recommendation model of short video online learning resources based on information enhancement and overlapping information of knowledge points is proposed, and the construction ideas of the model are described in detail. Experimental results verify the effectiveness of the model.

In tracing two Chinese rural middle school classes for 3 years, this study found the positive impact of adopting the algorithm-based mobile short video platform Douyin on rural adolescents’ intrinsic motivation. The application’s broad adoption has reshaped the social processes supporting adolescent users’ intrinsic motivation and spontaneous pursuit of life possibilities. In the online interaction based on algorithms, the rural adolescents discover and govern themselves during the algorithms-driven exploration and expression; they also conduct informational and emotional reciprocity with an algorithmic collectivity emerging from clustering technologies. In the offline interaction with the living community, the platform-state digital economy agenda has intervened and coordinated the local cultural attitudes towards youth development with an entrepreneurial solutionism. This study adds to the previous less empirically addressed issue of the rising algorithmic short video service and intrinsic motivation, and puts forward an ecological explanation concerning the national policy, platform business, and the user’s self-consciousness.

With the rapid development of the world economy and technology, the short video industry has gradually emerged. The short video has become a common social and lifestyle in society. But there are relatively few studies on its business model and profitability. At the same time, under the development and progress of education, teenagers and adults are enthusiastic about aspiring for beautiful art and improving their aesthetic skills. Meanwhile, with a huge number of users under successful operation and management, TikTok has become one of the most successful social media platforms. The study focuses on the business and profit model of TikTok in new technological times by using case studies and literature review research methods. Through its lean operations and applying reasonable internet traffic algorithms, plus the help of big data, TikTok has created a unique success path and profit channel and has harvested a large number of users during a short period of time. TikTok's great success is worth learning from other business companies.

With the advent of the digital age, China's e-commerce platform has developed rapidly. Affected by the COVID-19 epidemic in 2020, the enthusiasm of short video live e-commerce continues to rise, and this brand business faces many threats and challenges. Brand marketing needs new growth points, and short video and live broadcast marketing give brand marketing a new exploration trend. Compared with commercial stars, the influential grassroots stars have gradually transformed into the product of modern science and technology-"online celebrity effect". While the "online celebrity effect" has brought huge fans and traffic economy, the realization of traffic has become an economic model in modern society. Taking "Tiktok" as an example, by studying its existing marketing strategy, this paper analyzes its problems in the "short video+live broadcast" e-commerce marketing strategy from the objective and various data indicators, and provides optimization suggestions for its problems. This paper takes the Tiktok short video APP software as an example to analyze the red IP traffic problem of modern social networks, as well as the analysis and solutions to its problems, using the methods of investigation and research.

With the development of new media technology, mobile short video has become a new window to show the image of Anhui, which is of great significance to "tell Anhui stories well". Short video has unique narrative and communication characteristics, the author from the subject matter, perspective, emotion, "people" four aspects, improve the narrative effect of "tell Anhui story"; At the same time, attention is paid to communication skills, from the integration of resources, correct drainage, two-way interaction, matrix power four aspects to give full play to the short video communication influence, spread the Voice of Anhui.

There are still various problems in new media operation in the short video era, which all affect the quality and efficiency of new media operation to different degrees, and also hinder the development of new media field and short video field. Therefore, as the relevant technical personnel must pay attention to the new media operation problems, and then continuously optimize the new media operation methods based on the existing problems.

In recent years, health-nurturing practices have gradually penetrated into the daily lives of young people, reflecting the rapid spread of health anxiety.Hair loss has become one of the most troubling problems for countless young people.This paper used the Theory of Planned Behaviour as a theoretical model, and a questionnaire as a research tool, explaining the relationship between the purchase of anti-hair loss products by university students and the dissemination of information about hair loss in short video clips.The results of the study indicate that: a.The longer college students watch short videos, the more likely they are to be exposed to hair loss-related information;b.college students' attention to hair loss-related information in short videos is positively correlated with their purchase of anti-hair loss products; c.College students' trust in anti-hair loss products is positively correlated with their purchase of anti-hair loss product products; d.Social subjective norms about anti-hair loss products have a positive impact on college students' willingness to purchase anti-stripping products;e.College students' perceived ability to control their own purchase of anti-hair loss products in short videos is positively correlated with college students' purchase behavior. This study investigated the current status of hair loss among university students. using of short video platforms, handling of hair loss Information, purchase behaviour of anti-loss products to explain the relationship between the purchase of anti-hair loss products by university students and the dissemination of short video information about hair loss,giving a reference for the dissemination of hair loss information in short videos and the purchase of anti-hair loss products.

The short video platform industry represented by the TikTok platform has developed rapidly. At the same time, its development is closely connected to the enormous traffic value brought by short video users who can be regarded as "digital labor," which leads to some problems about exploitation. The short video users are exploited by generating content and data without benefit from their production. This paper takes TikTok as an example, based on the digital labor theory, explore the exploitation phenomenon and problems in TikTok's operation and profit mode from the perspectives of viewers and content creators, and put forward a relevant theoretical basis for the future study of exploitation in short video platforms.

Under the background that short video platform has become an important channel of film marketing, opening a short film video official account has become a standard action for film marketing. To find out the advantages and disadvantages of short film video official account marketing is the premise of maximizing marketing effect. Its marketing advantages include autonomy and association of execution, richness and infectivity of information, immediacy and free transmission, precision and participation of objects, feedback and detonation of effects. The disadvantages of its marketing are the duality and interference of noise, the triviality and weak energy of information, and the difficulty to control and predict the effect.

With the progress of society and the need for aesthetic awareness and high-level spiritual pursuit of the public, opera communicators and their corresponding cultural communication agencies are using the media communication method of short videos to enhance the effect of traditional opera communication and cultural influence. The dissemination of traditional opera short videos also urgently needs to improve its current situation and bring more people's attention to traditional opera in today's fast-paced world. This paper analyzes the dissemination of opera short videos on the Tiktok platform. It systematically analyzes 600 short videos about traditional Chinese opera on Tiktok from 2019 to 2022 years, and analyzes the reasons for their popularity from various aspects such as video likes, retweets and comments. It allows people to understand, recognize and feel more closely the innovative value of traditional opera for short video communication in three aspects: culture, entertainment and aesthetics, while the current existence of traditional opera short videos in which the diversity of traditional opera is challenged by commercialization is optimized in order to further improve the communication efficiency and enhance the communication effect of traditional opera short videos.

TikTok is a socialize platform that people from all ages can use to kill time and socialize. The study on appearance anxiety of Chinese high school students caused by TikTok, a Chinese short video software can investigate the reason for appearance anxiety of high school student and find solution for it. Questionnaire was used for collecting data, via sharing on social media using computer. The questionnaire mainly ask question about influence of internet influencer on high school student, and basic information about high school student using TikTok. The willingness that causes high school students' appearance anxiety are high school students' blind support for Internet celebrities and unconditional acceptance of the information conveyed by Internet celebrities, the distortion of high school students' aesthetic values, and the one-sidedness and limitations of high school students' aesthetics. Possible solutions include limiting the time high school students can use TikTok, spreading correct aesthetic values at school and home, spreading more content about correct aesthetic values on TikTok, and suppressing influencers who spread negative aesthetic values.

In the current era, the rapid development of new media makes it more closely related to news. Compared with the era of traditional media, news on new media shows significant advantages in news collection and dissemination. New media, especially the short videos, has the characteristics of easily production, strong effectiveness and strong sense of user participation, which is very in line with the needs of news transmission. Short video news has developed rapidly in various new media platforms. However, at the same time, too fast development and low threshold of popularization have also brought many negativ^roblems. Moreover; with the gradual decline of traditional media, traditional media must catch up with the trend of the times and participate in newgpedia. At this time of convergence and integration of media, how to continue to make best use of the advantages of new media and avoid the disadvantages has become a problem worthy of exploration.

TikTok, along with other social media platforms, has emerged as one of the most important tools for many people, particularly millennials. Because the relationship between social media and customers’ behavioral intentions has long been a topic of discussion in the hospitality industry, the purpose of this study was to look into the potential determinants of customers’ visiting intentions toward Universal Studios Beijing on short video platforms such as TikTok. In addition, descriptive analysis was also conducted to show the demographic and other basic characteristics of the sample. The findings revealed that social interaction, informativeness, and trust had significant effects on perceived usefulness, as well as significant influences on the related visiting intentions from the perceived usefulness, ease of use, and playfulness. This study filled in the research gaps of the TikTok studies based on the extended technology acceptance model (TAM) and explored the effects of perceived playfulness on the theme park. This study can contribute to the formulation of operational and marketing strategies by theme park marketers, help internet vloggers with content creation and development, and provide suggestions to local governments for tourism destination management.

With the rise of short videos as a form of social media, knowledge short videos cater to people's need for fragmented learning in a fast-paced life and have become a new way of informal learning. The current state of this kind of short videos and the role these videos play in fragmented learning have not been discussed in depth. The study chooses the short video platform TikTok as an example and uses the Lasswell’s 5W model to analyze the status and the transmission effect of this kind of videos. The results show that the short-form video platforms are important contributors to the dissemination of knowledge-based content, but the authenticity and quality of knowledge short videos need to be improved. In this regard, the short-video platforms should establish interrogative mechanisms for content, encourage user’s learning behavior and try to build online learning communities to promote the knowledge transmission.

“Short video + e-commerce” means using capable online applications such as the Tiktok platform to buy and sell products in the form of short videos. With the rapid development of the Tiktok platform and the introduction of e-commerce, the “Short video + e-commerce” shopping method gradually produces impact on consumers’ purchase behaviors. In this research, the impact on the purchase demand of TikTok users and the reasons for the increasing consumption of online short video platforms by network users are explored using the questionnaire survey, interview, and literature research. The results illustrate the reasons from six aspects: convenience, diversity, detailed descriptions, bargains, big data push, and the freshness of curiosity induced by short videos. Moreover, some current shortcomings of the TikTok shopping system have been suggested by several consumers in the interview, including inventing more practical functions for consumers and strictly supervising unscrupulous enterprises. In conclusion, this research investigated a positive relationship between the development of short video platforms and consumers’ purchase demand and consumption level, pointing out some improvements that TikTok can provide.

The emergence of short videos has provided a new way for advertisers to place online video advertisements. On short video platforms, the quality of advertisements is the main factor that attracts consumers. This study constructs a model based on advertisers’ advertising behavior and formulates their optimal advertising quality strategies. We then expand on the quality strategy by considering advertisers’ pricing factors. In addition, we compare advertisement placement on short video platforms and on general video platforms and analyze how advertisers should choose their advertisement placement strategies. Our research shows that advertisers should improve the quality of their advertisements to gain more profit when the platform is operating well, so that users become more willing to buy and products become more profitable. In addition, advertisers should present their advertisements in the shortest possible duration and show them after a longer program. Users’ price sensitivity negatively affects advertisers’ optimal advertising quality strategies and profits. Furthermore, advertisers’ choice of platform mainly depends on the advertising nuisance cost to users and the platform’s cost of entry. Finally, we find an optimal budget allocation scheme for small companies joining short video platforms to invest in bidding and designing advertisements.

Over the last years, what began as a dancing and lip-syncing app, is now one of the most revolutionary social media platforms for businesses. TikTok is the first algorithm-driven app that allows creators to reach an audience beyond their followers. Its features make the platform advantageous for businesses with low visibility and budget. The purpose of this dissertation is to explore how short video marketing on TikTok is strategically employed by small businesses. Starting from the literature review, which is focused on short video marketing and TikTok, the author was able to conduct interviews with fifteen small business owners to analyze their experience with the platform. Taking into consideration the research and the analysis, it is evident that the TikTok algorithm offers a powerful environment for small businesses with low reach and resources to promote their product or service to a broader audience. Within the main outcomes of the study, the author was able to identify that genuineness and closeness are what work better with the community of TikTok. While through other platforms, businesses captivate the users by exhibiting products, on TikTok, businesses catch users by entertaining them with stories and experiences. By simply analyzing TikTok’s insights they are able to measure their performance on the platform. Certainly, the results show that by staying close to the target, entertaining them, and following trends on TikTok, small businesses can increase their sales, clients, and reach.

With the continuous upgrading of IT and the growth of social media, short video has become one of the important ways for the public to get information in their daily life, and it also promotes the change of traditional marketing. With the increasing improvement and perfection of short video platform products and functions, the value of short video traffic has been continuously upgraded and fission, and it has gradually changed from pure entertainment at the beginning to potential cash flow such as planting grass and bringing goods. High-quality short video content has brought more business opportunities and dividends, and the short video industry has gradually been seen and paid attention by more enterprises, becoming the key area of enterprise marketing investment. As a new network marketing model, short video is developing vigorously, which has a great influence on the consumption behavior of young consumers. This paper discusses the consumption characteristics of young people, analyzes the influence mechanism of short vibrato videos on young people's consumption behavior, and puts forward some countermeasures to guide young people to establish a correct consumption view.

The improvement of 5G network speed has laid the foundation for the generation of short video platforms. With the help of big data, short videos can be more accurate to push the content of interest to customers. As a veteran Chinese Internet giant Tencent, in order to cater to today's fast-rising short video market, Tencent launched "WeChat Channels" to participate in the competition in the short video market. In just two years, the latest data shows that Tencent's WeChat Channel has been able to compete with Tiktok and Kwai. The authors have studied and discussed why the Tencent WeChat Channels can grow so fast in such a short period of time, and what are the implications for those who want to join the industry later. The authors analyze the business model of Wechat Channels through the network effect of short video platforms and positive feedback loops, use SWOT to analyze the competitiveness of WeChat Channels, and analyze the differentiation strategies. Through research, the authors found that the WeChat Channels itself is in the powerful online communication platform "WeChat" ecology, and the natural customer acquisition channel enables the Wechat Channels to quickly complete the original accumulation of basic customers in the early stage, and the unique push mechanism within the circle of friends allows Video account customer stickiness and higher video quality. Therefore, these two important factors have led to the result that the video account has gradually formed its own closed-loop live broadcast business.

As a rising star of social apps, short video apps, e.g., TikTok, have attracted a large number of mobile users by providing fresh and short video contents that highly match their watching preferences. Meanwhile, the booming growth of short video apps imposes new technical challenges on the existing computation and communication infrastructure. Traditional solutions maintain all videos on the cloud and stream them to users via contend delivery networks or the Internet. However, they incur huge network traffic and long delay that seriously affect users' watching experiences. In this paper, we propose an edge-assisted short video sharing framework to address these challenges by caching some videos highly preferred by users at edge servers that can be accessed by users via high-speed network connections. Since edge servers have limited computation and storage resources, we design an online algorithm with provable approximation ratio to decide which videos should be cached at edge servers, without the knowledge of future network quality and watching preferences changes. Furthermore, we improve the performance by jointly considering video fetching and user-edge association. Extensive simulations are conducted to evaluate the proposed algorithms under various system settings, and the results show that our proposals outperform existing schemes.

In the context of the rapid development of new media and the globalized transmission of short videos, the quality of subtitle translation needs to be improved. Based on the theory of Three-dimensional Transformation of Eco-translatology proposed by Professor Hu Gengshen, this paper analyzes the subtitle translation of the short video The "Story of Spring" in Xiong’an, aiming to explore how to apply the approach of translation adaptation in different cultural backgrounds from the three dimensions of language, culture, and communication to improve the quality of video subtitle translation. Through the case study of short video subtitle translation from the perspective of Eco-translatology, this paper tries to provide some constructive suggestions for researchers and translators in related areas.

With the development of the Internet, the popularity of short videos in the new media environment has led to the transformation of traditional media to new media forms. Apart from that, sports events have become an indispensable means of international exchange in a time when the tide of counter-globalization is becoming increasingly severe. This paper explores the expression form of sport news in CCTV News’ “News Broadcasts from CCTV Anchors” series released on its Weibo account through case studies and qualitative research. Based on the unique political nature of the Chinese news media, for the analysis of the columns under the CCTV news account will focus not only on their visual form, but also on the ideological factors implicit in the discourse. The features of the column’s innovation are analyzed from three perspectives: verbal mode, non-verbal mode and content setting, which has reference significance for the transformation of traditional media and the development of international communication patterns for China in the Internet environment.

A new mobile attention economy has emerged with the explosive growth of short-video apps such as TikTok. In this internet market, three types of agents interact with each other: the platform, influencers, and advertisers. A short-video platform encourages its influencers to attract users by creating appealing content through short-form videos and allows advertisers to display their ads in short-form videos. There are two options for the advertisers: one is to bid for platform advert slots in a similar way to search engine auctions; the other is to pay an influencer to make engaging short videos and promote them through the influencer's channel. The second option will generate a higher conversion ratio if advertisers choose the right influencers whose followers match their target market. Although displaying influencer ads will generate less revenue, it is more engaging than platform ads, which is better for maintaining user traffic. Therefore, it is crucial for a platform to balance these factors by establishing a sustainable business agreement with its influencers and advertisers. In this paper, we develop a two-stage solution for a platform to maximize short-term revenue and long-term user traffic maintenance. In the first stage, we estimate the impact of user traffic generated by displaying influencer ads and characterize the user traffic the platform should allocate to influencers for overall revenue maximization. In the second stage, we devise an optimal (1 - 1/e)-competitive algorithm for ad slot allocation. To complement this analysis, we examine the ratio of the revenue generated by our online algorithm to the optimal offline revenue. Our simulation results show that this ratio is 0.94 on average, which is much higher than (1 - 1/e) and outperforms four baseline algorithms.

Purpose This study aims to explore the switching behaviour of short video (SV) users and its influencing factors and promote the sustainable development of SV platforms (SVPs) and the marketing strategy formulation of library and information institutions. Design/methodology/approach Using the qualitative research method of semi-structured interviews and grounded theory, this study conducts an exploratory study on the user switching phenomenon of an SVP. The authors encoded the interview text at three levels, extracted the factors influencing user switching behaviour on an SVP and constructed the corresponding theoretical model. Findings This study identifies the following major internal and external factors influencing user switching behaviour of SVP: platform quality, social environment, individual characteristics and use needs. It also elaborates on the impact of these internal and external factors on user switching behaviour. Originality/value This study explored the factors influencing SV user switching behaviour and constructed corresponding theoretical models, enriching research in information technology and social media switching. In practice, this study helped the existing SVPs and library and information institutions establish a corresponding early warning mechanism to prevent the loss of existing users and attract new users.

The excellent traditional Chinese culture is a profound and multifaceted domain that boasts an extensive and vibrant historical trajectory. This heritage is endowed with a unique appeal and holds an inexorable fascination for individuals worldwide. As such, the advancement of the "going out" policy in China to reinforce the dissemination of its traditional culture has become one of the paramount strategic pursuits of the country. The emergent technique of short video production presents a new and innovative modality to transform and amalgamate traditional culture into a compelling visual and auditory language, thereby presenting this rich legacy on the short video platform to resonate with audiences overseas. Yet, despite these promising prospects, the international communication of the excellent traditional Chinese culture faces several limitations and imperfections. To address these shortcomings, this paper undertakes a rigorous exploration of the innovative path of short video production, scrutinizing its potential to bolster the dissemination of Chinese traditional culture on a global scale. To this end, this study adopts a tripartite framework, scrutinizing the communication subject, content, and channel of short video production in order to provide a comprehensive and nuanced analysis of the challenges and opportunities that lie ahead. Drawing on theoretical perspectives, empirical evidence, and practical insights, this paper offers novel and instructive guidelines and recommendations to facilitate the international communication of excellent Chinese traditional culture. Ultimately, this research aims to advance the understanding of the potential of short video production in transcending cultural boundaries and promoting the intercultural dialogue that lies at the core of global communication.

With the progression of innovation, the applications created based on enormous information will gotten to be increasingly copious. Since the computing control of computers and the gigantic sum of information accessible are not easy issue, cleverly applications spoken to by manufactured insights and profound learning will ended up more astute. Within the setting of such industry competition, each brief video stage still must deeply understand the contrasts of its clients in numerous division measurements, so as to realize more precise advertise situating and define more sensible improvement methodologies. This article uses two platforms which analyze user behaviors depending on bigdata. AARRR Model is a technological tool that helps firms to find their problems. Bigdata is a basic section to build up such model. According to the analysis, the two companies built their own big data analysis methods based on this model to help them achieve greater success. These results shed light on guiding further exploration of big data analysis implementation for short video industry.

Given the prosperity of video media such as TikTok and YouTube, the requirement of short video recognition is becoming more and more urgent. A significant feature of short video is that there are few switches of scenes in short video, and the target (e.g., the face of the key person in the short video) often runs through the short video. This paper presents a new short video recognition algorithm framework that transforms a short video into a family of feature curves on symmetric positive definite (SPD) manifold as the basis of recognition. Thus far, no similar algorithm has been reported. The results of experiments suggest that our method performs better on three changeling databases than seven other related algorithms published in the top issues.

With the development of new media application technology, the relationship between short video and communication psychology also has a certain influence on communication strategy. The existing short videos have problems such as poor continuity of work series and short life cycle of videos. To optimize the existing communication strategies of food short videos and put forward insights for the user psychology research of food short videos, this paper analyzes the user preference communication strategies from the perspective of food short videos and the perspective of communication psychology. This paper adopts the questionnaire survey method and the in-depth interview method. To the research results, the viewing motivation of food short video users is mainly leisure entertainment and relaxation, and the content preferences include funny light comedy and pastoral style, etc. Users attach attention to the clicks of videos and hold a high desire for interaction. The "explosive point" characteristics of food short videos are close to life and full of new ideas. The optimized communication strategy should grasp users’ preferences and improve the interaction frequency, to obtain a more significant communication effect.

The Internet has facilitated the diversification of media forms. With the advent of short video, anyone can participate in and disseminate city brand information, so using short video to show the charm of cities plays an important role in city brand marketing. Using Douyin and Jinan city as examples, this paper analyzes the importance of short videos in spreading Jinan tourism culture and suggests some factors to consider when developing a marketing strategy for a city brand.

Short video communication is popular with the public because of its low threshold of participation, short playing time, massive content, immersive browsing and other characteristics. The wide participation of the public has also made short video communication one of the important forms of online information communication in China. However, while the volume of short video communication is increasing rapidly, there is still much room for the public to improve their visual media literacy. In order to better promote the development of short video, the public needs to constantly improve their visual-media literacy from four aspects: video awareness, video knowledge, video skills, and video ethics. This requires the joint efforts of the government, traditional mainstream media, short video platform and the public to build a path to improve the public's visual media literacy.

Short videos have quickly taken over the mobile screens of network users and established themselves as one of the most significant social platforms in the “Internet+era” as a new carrier of social culture. Short films have the qualities of high participation, strong engagement, high real-time, and quick propagation, which satisfy the needs of Internet users in interpersonal communication and reading or enjoyment in leisure time. This is against the backdrop of network big data environment monitoring. Based on this, the paper defines the fair use system of short video copyright, elaborates on its concept, examines the system’s challenges and potential fixes in the context of networks, and develops a model for short video repeat detection using local key points. According to the experimental findings, this algorithm’s short video repetition detection accuracy rate can reach 95.8%, and its recall rate can reach 94.5%. For the development of the fair use system of short video copyright in the current network environment, the video in some complex scenes can achieve good detection performance, which establishes a good data analysis foundation and provides a significant amount of assistance for the system to escape its predicament.

In today's highly developed information technology, the fragmentation of information is becoming more and more common, which makes short videos popular as an efficient information delivery vehicle. Users of short videos include teenagers, who are at a critical stage in the formation of their outlook on life and are easily influenced by external information. For the sake of the healthy physical and mental development of teenagers, many short video software in the market have established teenager-specific modes to prevent them from becoming addicted to watching short videos. This report uses case studies and content analysis to examine the teenage model of DouYin, a software owned by ByteDance. The report analyses and recommends how the current teen mode achieves the desired effect, how it meets the psychological needs of adolescent users, and whether guardians can be completely at ease with their children's use of short video software because of the establishment of this mode. It gives clear opinions on the future path to improve the teen mode in the internet industry and suggests issues that need to be addressed. It is hoped that large Internet companies like ByteDance can make achievements in protecting young people and contribute to the education of society's next generation together with parents.

The heart and soul of the Chinese people and the greatest cultural soft power of contemporary China are excellent Chinese healthy cultural environments. Short video platforms and short videos have a chance to develop as the Internet revolution continues to intensify and mobile clients gain popularity. This essay examines the challenges involved in producing brief videos that promote a healthy cultural environment in the new context of internet plus, as well as the means of transmitting such videos and creative methods for doing so. Excellent communication content is created in this paper from two perspectives of visual presentation and in-depth meaning, allowing users to fully understand the connotation of a healthy cultural environment. Through the theme of a healthy cultural environment, topic discussion and characteristic activities will be carried out to encourage users’ spontaneous sharing of the interactive behavior of communication and the fission communication of brief videos of a healthy environment. This paper develops a model for intelligent recommendation and short video content analysis based on this. In order to further encourage the creative dissemination and development of short videos about healthy cultural environments, the model is used to choose high-quality videos and accurately recommend them to the appropriate users and to serve as an example of how a quick video can be used to communicate innovation and a healthy cultural environment.