Analysis and Improvement Strategies of Gansu Youth League Official Short Video Content from the Perspective of Recognition

DOI: https://doi.org/10.62517/jnme.202410311

Author(s)

Yuting Wang*, Linxin Cui

Affiliation(s)

School of Journalism and Communication, Lanzhou University, Lanzhou, Gansu, China *Corresponding Author.

Abstract

How to enhance the recognition of new media Official Short Videos among users? This paper selects the Douyin account of the Youth League of Gansu Province for analysis. Based on the literature on evaluating the effectiveness of communication of short videos, this article has developed a model for measuring video identity, and provided content analysis for the 9% of Gansu Youth League members with the highest degree of identity using this model. In the research, this article found that video materials tend to be official and original videos, and tends to focus on comprehensive organization, local content, and positive emotions. High quality video content in the form of video, plus the popular sound effect of only music, and videos with tags to participate in topics or Douyin challenges that last between 1 and 15 seconds, have the greatest chance of gaining user recognition. At the same time, official video sources, original videos, and videos from local sources have the highest correlation with recognition. Therefore, this article believes that in order to gain recognition for future Official Short Videos, more efforts should be made in these three aspects.

Keywords

Short Videos; Gansu Youth League; Douyin; Identity Theory; Content Analysis

References

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