Value Communication Model of Social Networking Services: Research on the Depth Value Communication Patterns of Short Video Cultural Hotspots

Abstract

Based on social networking services (SNS) platforms, the value communication of short videos rapidly expands its dissemination scale with low participation costs. The recipients of value, acting as both receivers and transmitters, generate and propagate the depth value of short videos through the interactive process. This paper takes the phenomenon-level short drama Escape from the British Museum on domestic short video platforms as the research object. Grounded in the Four Segments Three Relationships model, which articulates the development laws of online public opinion, this study establishes a value communication model for short videos on social networking service platforms. It explores the depth value communication patterns of short video cultural hotspots, and consequently, proposes the SNS Value Communication Model for short video dissemination. This model, with stages of value presentation, value judgment, value interaction, and value dissemination as its core, provides feasible paths for the deepening of positive value communication and the guidance of negative value in short video cultural hotspots.