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Research on Short Video's Information Attributes and Communication Effect on Mobile Social Media
ZHANG Zixuan, LI Bing, LI Zheng
Chinese Journal of Journalism & Communication ›› 2025, Vol. 47 ›› Issue (4) : 118-133.
PDF(1587 KB)
PDF(1587 KB)
Research on Short Video's Information Attributes and Communication Effect on Mobile Social Media
The findings regarding the relationship between information attributes and communication effects on social media have predominantly been derived from textual information in previous research, while video information in the form of audiovisual symbols remains an area in need of further exploration. Questions such as: What is the relationship between its information attributes and communication effects? How do its formal and content characteristics intertwine to influence communication outcomes? —have yet to be fully addressed. This study conducts a full-sample analysis of short video content related to the 2017 NPC & CPPCC released by the official accounts of three central mainstream media outlets on Weibo. Employing computer-assisted and manual coding for content analysis, combined with participatory observation, the study examines the relationships between the communication effects and three dimensions of short video information, including the textual features of video titles, content characteristics, and audiovisual format attributes. Findings reveal that short videos with better communication effects tend to convey positive, equitable, and stable informational attributes. Compared to previous studies based on textual information, video information aligns more closely with the social attributes of social media, such as information communication and emotional management. However, the positive impact of formal features remains limited.
Information attributes / views / short video / mobile social media / NPC & CPPCC
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