A Study on Short Video News Dissemination Efficiency Enhancement and Media Image Online Remodeling Strategies

Abstract

This paper studies and analyzes the communication strategy of news and information short videos. It looks at the weights of each element in the communication strategy of short news videos from the point of view of the 4I theory of network-integrated marketing and builds an optimization path for the communication strategy of short news videos using the hierarchical analysis method. The weight order of content narrative (0.4128) > user motivation satisfaction (0.3219) > multiple interactions (0.1334) > user behavior (0.1319) was obtained. The optimization path of the 4I communication strategy showed a significant positive correlation (P<0.05) with four aspects: account fan volume, account live broadcasting situation, number of comments on the video work, and the account fan base. By adhering to positive and positive reporting themes and creating news genres with form, the 4-aspect strategy can transform the media image online.

Keywords

• 4i theory
• news-based short videos
• media image
• hierarchical analysis method
• 68t05