Research on the Social Promotion of Animal Protection Concept in the Self-media Environment

Abstract

Based on previous research, this study integrates and summarises the roles of existing animal video publishers and the main contents of their videos in a self-media environment, and discusses the focus of the videos produced under different production motives on the dissemination of animal protection concepts, explores the social benefits of the videos in promoting the cause of animal protection, and seeks a more suitable development and promotion method for the promotion of animal protection concepts in the self-media era. The video is a more suitable direction and way to promote animal protection. Video on the self-media platform has a more personalised and non-compulsory nature than traditional mass media. Due to their different roles, different video publishers have different motives for producing videos, such as expressing their opinions and hobbies, promoting their organisations or seeking help, or promoting the cause of animal protection. The content of the videos corresponds to the identity of the video publisher. Individual publishers tend to share their daily life or express their opinions, so their videos are often more interesting and less professional, which is conducive to wide distribution on the platform. Group publishers are usually more polished but more commercial in nature. Organisational publishers often produce videos to promote their organisation or seek help, while official publishers such as NGOs tend to be more pure and professional in promoting ideas and popularising science. Depending on the type of video content, videos on animal topics on self-publishing platforms have had different impacts on society, such as creating an atmosphere for animal protection, creating public opinion to fight for animal rights, and conveying animal protection ideas and related knowledge. The closed loop between the identity of the publisher of the animal video, the content and motivation of the video and the social impact helps to achieve a more comprehensive and personalised dissemination and popularisation of animal protection ideas on the less well-planned and less structured self media platforms.