A Study on the Communication Effects of the Short Video News on Chinese Mobile Platform

Authors

Ying Yang, University of the PacificFollow
Qingwen Dong, University of the PacificFollow

Poster Number

12

Lead Author Affiliation

Department of Communication

Lead Author Status

Faculty

Second Author Affiliation

Department of Communication

Second Author Status

Faculty

Introduction/Abstract

With the all-round development of the mobile phone 4G Internet technology, short videos have carpeted the whole Internet with its limited length and intensive features. The statistics show that in the first half of 2018, users of China mobile Internet news reached 631.28 million which takes 95.2% of the Internet news users. Therefore, this study takes Pear Video, representative of mobile short video news, as the focus to analyze its communication effects.

Purpose

This study selected some short video news as the research targets from the platform of Pear Video on Weibo. From two dimensions of subject categories and text features, this study examine the influence of independent variable on the popularity of short video news. The independent variables are vividness, interactivity, knowledge and entertainment of subject categories. In addition, the likes, comments and retweets will be considered into the indicators of attention attracted by short video news. The following four hypotheses are proposed:

H1: The higher vividness is, the more attention will be attracted.

H2: The higher interactivity is, the more attention will be attracted.

H3: The higher concentration of knowledge in video news will attract more attention than the video news with less concentration of knowledge.

H4: Short video with more entertainment elements will attract more attention than the video news with less entertainment elements.

Method

This study employs a quantitative research method for its investigation, including data collection and data analysis.

1)Data Collection

The purpose of this research dependent variables are the likes, comments and retweets received in Pear Video account of Weibo. Independent variables are vividness, interactivity, knowledge and entertainment of subject categories. The study divides the vividness and interactivity into four levels with the most elementary level marked as “None”.

The samples posted on Weibo scattered from January 7^th, 2019 to February 3^rd, 2019 with four weeks of duration and 1619 pieces of short video news. The diagram of content characteristics will be charted and description of independent variables will be made both on the basis of statics.

2)Data Collection and Analyze

SPSS will be used in analyzing the numbers of likes, comments and retweets. Independent variables will be transformed into three groups of dummy variables such as Vividness, Interactivity and Knowledge and Entertainment. The multivariate regression will be conducted on subject categories and text features respectively. According to the results of analysis, the conclusion shall be presented.

Results

As the study is an ongoing project, the results are still in process. The anticipated results offer preliminary evidence to support all four hypotheses. The study needs a bit more time to finalize the results.

Significance

The content of Pear Video is required to be intuitive and authentic. On the editing level, Pear Video has built a Global ProCamera System and has introduced an intelligent clipping software called “Wochit”. Those contents were focused by Chinese researcher, but from the dimensions of subject categories and text features which explore the influence of independent variable on the popularity of short video news are not focused by Chinese researcher. So it’s may help Chinese researcher comprehend communication effects on the Pear Video.

Location

DeRosa University Center

Format

Poster Presentation

Poster Session

Morning