Analysis of the communication strategy of short videos on “Three Rural Issues” under the new media perspective

Abstract

Abstract With the rising number of “three rural” short videos, various problems faced in the process of increasing their dissemination influence have gradually come to the fore. This paper proposes a multivariate linear regression model based on the dissemination of “three rural” short videos. Determine the research problem, select the three most significant fan numbers of governmental TikTok numbers of the short video platform as the research object, and the author through the set of searchers, analysts, and other crawler software to obtain the research of the initial data. The purpose of the study was to determine the dependent variable and dependent variable. At the same time, the initial data of the study was tested for reliability, and multiple linear regression was used to empirically analyze the communication of short videos of three rural areas from the new media perspective. The results show that narrative style is significant (p<0.01) for communication effect (0.0015**), communication breadth (0.0018**), communication identity (0.0011**), and communication participation (0.0007**), indicating that different narrative styles have differences in communication effect, communication breadth, communication identity, and communication participation. The regression coefficients of non-presenter narratives in the three dimensions of communication breadth, communication identity, and communication participation are −1.213 (p<0.05), −1.336 (p<0.01), and −1.623 (p<0.01), all of which have a significant negative impact on non-participatory narratives. The findings of this paper have particular theoretical significance. They can provide empirical support for the study of the factors influencing the communication effects of short videos in agriculture-related and other categories.