Communications in Humanities Research ISSN: 2753-7072
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Research Article

TikTok Research on the Communication Effect of Short Video Clips Explaining Movies

Yuan GaoMonash University Malaysia Ziyan HeShanghai Arete Bilingual School Hongye LiChengdu University of Technology* Yuanjing ZhaiSichuan University of Media and Communications

* Corresponding author: [email protected]

Abstract

With the vigorous development of new media, short video commentaries of movies on Douyin have seen soaring popularity. This study focuses on this phenomenon and explores the role of KOLs in film and television dissemination by examining users' attitudes and preferences towards KOLs of film and television commentaries. Through the collation of relevant literature, it is found that the current domestic research on this topic is limited, and mostly focuses on aspects such as secondary creation, infringement, and communication strategies. This study comprehensively employs methods such as questionnaire surveys, word frequency analysis, and SPSS correlation analysis. It analyzes from two aspects, namely user behavior and the communication mechanism, to comprehensively explore the communication effects of short video commentaries on movies and TV shows. The results show that the communication effect of this type of short video is good. It reduces the cost of users' information acquisition through "fragmented narration + personalized interpretation", alleviates users' anxiety in decision-making, and promotes the transformation of film and television consumption from passive to active. Moreover, by virtue of highly interactive and creatively strong content, it guides users to spontaneously share and conduct secondary creation, thus expanding the scope of communication. The research findings can provide a reference for optimizing the creation and communication strategies of related content, and promote the better development of the short video field.

Keywords: Douyin platform; movie commentary; KOL; short video communication strategy
Published: July 11, 2025
DOI: 10.54254/2753-7064/2025.LC24851
Volume: CHR Vol.72
pp. 109-116
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