Research Article
From "Indifferent" to "Interesting" —— Red-themed Short Video: "Available" and "Accessible"
@INPROCEEDINGS{10.4108/eai.24-5-2024.2350108, author={Yiting Sun and Yule Shi and Wei Fang and Bo Zhou}, title={From "Indifferent" to "Interesting" ------ Red-themed Short Video: "Available" and "Accessible"}, proceedings={Proceedings of the 3rd International Conference on Art Design and Digital Technology, ADDT 2024, May 24--26, 2024, Luoyang, China}, publisher={EAI}, proceedings_a={ADDT}, year={2024}, month={9}, keywords={red-themed short video; generation z; emotions; communication effect}, doi={10.4108/eai.24-5-2024.2350108} }- Yiting Sun
Yule Shi
Wei Fang
Bo Zhou
Year: 2024
From "Indifferent" to "Interesting" —— Red-themed Short Video: "Available" and "Accessible"
ADDT
EAI
DOI: 10.4108/eai.24-5-2024.2350108
Abstract
In the context of all-media background, users have gained unprecedented trendy experiences through the use of short videos. Promoting and disseminating red culture plays a significant role in the construction of socialist core values and the enhancement of national cultural confidence. Short videos have become an important carrier for spreading red culture. Based on user experience, this article distills the communication effect and user behavior of red-themed short videos through in-depth interviews with 17 Generation Z individuals. The research found that it is conducive to focusing, guiding, and stimulating the demand of the Z-generation for red-themed short videos, creating micro paths for red-themed short videos to better enhance the positive energy of the Generation Z, and providing certain guiding value for the future development direction of red-themed short videos.
