Communications in Humanities Research ISSN: 2753-7072
Home> Volumes> Volume CHR Vol.34> Article
Research Article

Value Communication Model of Social Networking Services: Research on the Depth Value Communication Patterns of Short Video Cultural Hotspots

Zhangrui ZhuSoochow University*

* Corresponding author: [email protected]

Abstract

Based on social networking services (SNS) platforms, the value communication of short videos rapidly expands its dissemination scale with low participation costs. The recipients of value, acting as both receivers and transmitters, generate and propagate the depth value of short videos through the interactive process. This paper takes the phenomenon-level short drama “Escape from the British Museum” on domestic short video platforms as the research object. Grounded in the “Four Segments Three Relationships” model, which articulates the development laws of online public opinion, this study establishes a value communication model for short videos on social networking service platforms. It explores the depth value communication patterns of short video cultural hotspots, and consequently, proposes the “SNS Value Communication Model” for short video dissemination. This model, with stages of value presentation, value judgment, value interaction, and value dissemination as its core, provides feasible paths for the deepening of positive value communication and the guidance of negative value in short video cultural hotspots.

Keywords: Depth value communication; short video; value communication model; cultural hotspots; value guidance
Published: June 5, 2024
DOI: 10.54254/2753-7064/34/20240142
Volume: CHR Vol.34
pp. 205-211
Download PDF

References

  1. China Internet Network Information Center. (2023, August 31). The 52nd Statistical Report on the Development of China’s Internet [Report]. (Accessed: December 25, 2023).
  2. Wang, X. G., & Zhang, M. S. (2019). The value dilemma of “short video” cultural phenomenon and its resolution. Guangxi Social Sciences, 2019(03), 150-154.
  3. Wang, F., & Zhu, J. N. (2023). “Escape from the British Museum”: The elevation of creation and aesthetic orientation of network micro-drama. Film Review, 2023(18), 1-5.
  4. Liu, H. G., & Liu, Y. Q. (2012). The modern value dilemma of mainstream value identification. Journal of Jishou University (Social Sciences Edition), 33(01), 61-64.
  5. DeFleur, M., & Ball-Rokeach, S. (1990). Theories of mass communication. Beijing: New China Press, 49-107.
  6. Guo, Q. G. (2011). Introduction to communication studies. Beijing: Renmin University Press, 53.
  7. Cao, J. S. (2010). The development law of online public opinion. Journalism and Writing, 2010(05), 45-47.
  8. “Why did ‘Escape from the British Museum’ become popular?” (2023). Party Life (Heilongjiang), 2023(10), 9.
  9. Granovetter, M. (1973). The strength of weak ties. American Journal of Sociology, 78(6), May, 1360-1380.
  10. Qing, Q. (2023). “Escape from the British Museum”: The “Gueijia Road” of escaped cultural relics. New Youth (Cherish), 2023(11), 64-65.