Proceedings of the 3rd International Conference on Art Design and Digital Technology, ADDT 2024, May 24–26, 2024, Luoyang, China

Research Article

From "Indifferent" to "Interesting" —— Red-themed Short Video: "Available" and "Accessible"

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  • @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
Yiting Sun1, Yule Shi1, Wei Fang1, Bo Zhou2,*
  • 1: Zhejiang Shuren University
  • 2: Zhejiang International Studies University
*Contact email: zhoubo0043@126.com

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.