摘要： In order to investigate what factors strengthen the construction of health knowledge system of Internet users and reveal the social impact of the fact that audiences’ health knowledge system formed through the Internet.This paper investigates the relationship between health anxiety of Internet users and their autonomy of searching health knowledge from the perspective of the Use and Gratification Approach, and explored the relationship between health knowledge system of Internet users and medical cognition from the perspective of the Cognitive Balance Theory. This study used questionnaire method and a total of 168 valid questionnaires were collected. The study found that health anxiety and the Internet's precise push mechanism strengthen the construction of online users' knowledge system.At the same time, the study found that the audience's trust in offline medical care is reduced when they excessively acquire health knowledge and build their knowledge system through the Internet, which may lead to the phenomenon of doctor-patient "micro-conflict".
摘要： With the development of intelligent information technology, short video keeps developing, and micro-short drama comes into being, which even has a certain impact on the TV drama market. In the post-epidemic era, with the gradual recovery of the economy and the gradual acceleration of people's pace of life as the background, this paper uses questionnaire survey and interview as the main research methods, supplemented by "Propp's narrative theory" to carry out a detailed study on "the internal factors of the impact of miniseries on the TV series market", "the relationship between the two", "how to better develop the TV series and miniseries". Through research, we find that the reason why "micro short drama" can have an impact on the TV drama market is that it greatly reduces the duration and speeds up the pace, in line with the current fast pace of life, under the condition that it also has a complete narrative structure. At the same time, it is found that there is no mutual substitution between the two, but mutual promotion relationship.
摘要： Legend of Zhen Huan exploded in 2012, and Chinese female dramas began to enter the Chinese TV drama market as a new type and formed a phenomenon culture in a few years. It is worth paying attention to that in addition to the brilliant narration techniques, the female characters in the drama also arouse hot discussion on the Internet. In the field of visual communication, this paper will conduct landscape research on domestic female lead dramas to explore the relationship between the female characters' costume and the audience's viewing duration and frequency.
摘要： Under the backdrop of the COVID-19 pandemic, social issues are emerging more frequently, and the guidance of experts on public social life is becoming increasingly important. However, on the Internet, media outlets tend to quote experts out of context, stigmatizing the experts and causing their credibility to decline constantly. This study selected media reports about experts that appeared in the Weibo Hot Search Topics from mid-2022 to early 2023, using frame theory as theoretical support and combining Fairclough's discourse analysis theory with other text research methods to compare and analyze the reported texts and the original experts' statements from multiple dimensions. The study finds that the media constructed an aggressive persuasive framework, shaped a dualistic oppositional conflict perspective by adapting texts and contexts, and stript experts of their professionalism and academic nature, which created a parental, provocative, and unprofessional media image of experts as a result. This is closely related to the pursuit of interests and social ecology of online media under the "Eyeball Economy," posing challenges and obstacles to building trust between experts and the public.
摘要： The development of media technology has given people a new experience of human-computer interaction. Understanding how human-computer conduct quasi-social interaction is of great significance for understanding the deep psychology of individuals and human-computer relationship. Based on the fact that smart home robots are widely used, from the theoretical perspective of quasi-social interaction, through the questionnaire survey of smart home robot users, the research questions and important concepts are extracted on the basis of existing literature, and the survey data are deeply interpreted and analyzed. Finally, on the path of human-machine quasi-social interaction, it is discussed that the quasi-social interaction between users and smart home will have an impact on users ' loneliness.
摘要： In recent years, short video platforms have transformed from the initial entertainment services to a symbiotic content ecosystem that includes live streaming and content payment. However, due to the fierce competition in the industry, such as the homogenization of content, the phenomenon continues to erode the industry environment, which has also led to a series of problems such as the decline of users' video viewing experience. With the emergence of this phenomenon, some short video creators choose to appear in front of people in the form of immersive "out-of-the-box" vlogs. This paper studies the phenomenon of immersive "unboxing" vlogs, cites the immersion theory after referring to relevant domestic and foreign literature, and conducts questionnaire distribution and data analysis on active user groups on social media, and the research data shows that the three independent variables of potential consumers' liking, immersion and detail of immersive "unboxing" vlogs show a significant positive correlation on purchase intention.
摘要： In the Internet era, short video platforms have created many Internet famous cities, among which "Zibo barbecue" and related topics have continued to be popular for several months and have become a phenomenal IP. From the perspective of brand building and audience's selective psychology, this paper makes a detailed study on the brand building effect, audience's psychological mechanism and strengthening factors in the communication process of Zibo Barbecue through experiments and in-depth interviews. Through research, this paper draws the conclusion that brand promotion can affect the audience's cognition and emotion. Compared with the single brand promotion, the brand promotion of conflict and opposition can affect the audience's cognition and emotion more. The same-frequency resonance of official and folk public opinion field and the immersive experience of short video platform are important factors to strengthen the spread of Zibo barbecue. By studying the construction effect of Zibo barbecue brand, this paper summarizes the experience for countless small and medium-sized city brands to "go out of the circle".
摘要： We found that a large number of accounts began to follow the main accounts, including Luo Yonghao and Xiao Yang Ge, and played the video clips of the main accounts, but it was difficult to understand the financial circulation and business philosophy. We observed that these sub-accounts will use Xiao Yang Ge, Luo Yonghao and other IP or Internet celebrities' goods links for sale. So this paper using the theory of economies of scale, and combined with the depth interview of related industry practitioners, final analysis get IP slice marketing model, that is, first apply for authorization to become a sub-account, then start editing according to the material provided by the main account, send video with goods links for video content distribution after editing is completed, get traffic through short videos, earn relevant commission for selling goods, and finally share money according to the selling ratio.
摘要： The again edited movies have become new recreational and entertainment activities for young people. Among them, the film clip reconstruction of "Short Video Saying Movies" has flourished. We have observed that "three minutes to talk about movies" dispersed the scene and narrative structure of the original movie, and with its own interpretation, making the original movie a new movie narrative model, and also expressed new value The concept has gained the attention of online users and gradually formed a new film and television culture.
摘要： Water army generally refers to those who publish specific information in the network for specific content, or are hired network operators, whose main purpose is generally to create a false network atmosphere, gain profit or achieve some kind of change in the attention of ordinary people. With the development of the information age, the importance of public opinion on the Internet has become more and more evident, and the "water army" that guides public opinion has been born, and major social media platforms are inevitably "eroded" by them. This paper takes the Weibo platform as an example from the perspective of the spiral of silence, and through in-depth interviews and questionnaires, we find out the impact of the phenomenon of "water army" on different types of users, and propose a reasonable solution for social platforms to deal with "water army". We also propose reasonable suggestions on how to deal with "water army" on social media platforms.
摘要： Recently, the emergence of a number of new nostalgic variety, including "through", "waves", "sound", "happy start" and a number of programs, although there is no "nostalgic" as the main label, but in "I want to wake up" "re-employment boy group" and other slogans, wrapped in the emotional core of nostalgia. We have observed that these programs fully explore several elements and levels of "old" people, "old" works, "old" things and "old" feelings, stimulate the interaction between emotion and memory in multiple dimensions, trigger emotional consumption, and gain more heat. In this study, the audience survey method is adopted to study the communication effect of the current nostalgic variety shows from the perspective of nostalgic resonance and collective memory, in order to obtain the connection between the nostalgic "resonance" and the collective memory effect in the nostalgic variety shows.
摘要： The continuous development of visual communication under the background of the new media era has enhanced people's pursuit of beauty, and the news industry has also been deeply affected by it. Based on communication theory, the research is carried out by means of questionnaire survey and in-depth interview. The research on the relationship between journalists' appearance and news value reveals that different audiences have tendencies towards journalists with different appearances, which affects the audience's judgment on news value.
摘要： Since the development of the film industry, film review has been an important part of the film industry, which reflects the audience's perception of the film, and now the audience is increasingly dependent on the film review platform. With the gradual capitalization of film industry, film reviews are gradually monopolized by capital interests, among which word-of-mouth marketing behaviors such as " click farming" and "review deletion" have an impact on the audience's trust degree. Based on the era of intelligent media, this paper adopts the method of in-depth interview to study how the behaviors of word-of-mouth platform Word-of-mouth platform -- that is, film online review platform affects audience psychology and the effect of current word-of-mouth marketing on movies.
摘要： In the context of "Traffic is King ", a large number of videos and content with empty meaning, lack of information and striving for traffic are flooded with the network. In the social platform, the audience has created many language expressions rich in "meme", such as "meaningless words". As an important part of youth subculture, "meaningless words" mainly creates characters through collages, spoofs, parodies and other forms, and its expression is more direct and simple. It is an important way of satirizing and roast on the social media platform. Why do contemporary youth produce "meaningless words"? Why does "meaningless words" spread so widely? This paper will explore the production mechanism of "meaningless words" from the perspective of emotional communication.
摘要： This paper uses the audience survey method and interview method to study whether the performance of social responsibility by corporate brands is beneficial to enhance brand value, what factors the audience will influence to engage in wild consumption, and the motivation for wild consumption from the perspective of social responsibility. The long-term, spontaneous fulfillment of social responsibilities of enterprises can stimulate consumers' desire to purchase and enhance brand value to a certain extent, and consumers' emotional communication has played a huge value in the measurement of the improvement effect. From the perspective of corporate social responsibility, this paper studies the phenomenon of audience emotional communication in the context of the network, and studies the influencing factors of the wild consumption marketing of online users from the perspective of social responsibility.
摘要： The ratings of debate talk shows such as "Qipao Shuo" and "Little Theater Talk Show" have further increased, and people prefer to watch online programs to pass the time. However, we have observed that with the popularity of talk shows, people are gradually showing signs of liking "spoofing" and "satirizing" in their daily lives, leading to further irrational and online violence in public opinion. Talk shows such as Qipao Shuo analyze and refute social and cultural perspectives, but their debate models tend to be parody and satire. This mode will produce "predictive effect" and "imitation effect", making online users also tend to play jokes and satire when facing social problems. Therefore, we adopt audience survey and interview methods to conduct research on such users, in order to explore the relationship between them and find the reasons for such phenomena.
摘要： With the rapid development of the virtual idol industry, virtual idols and fans have built a close, two-way rush, symbiotic quasi-social relationship, online virtual idols can replace real people, provide emotional value, and virtual idols with "people in the middle" behind them will be more likely to cause emotional resonance.
摘要： With the development of Internet information technology, various audio-visual works are developing and innovating with the transformation of media. In recent years, self-made micro-documentary on the network platform gradually rise, and produced a great effect of dissemination. This paper will use the theory of narratology, take the narrative words of the micro-documentary as a study sample, and make a detailed study on the narrative strategy of the micro-documentary from the aspects of "narration by others", "reverse narrative logic" and "language and emotion vocabulary". Try to solve the new media era, micro-documentary is how to rise and successfully complete its narrative, success.