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The Effects of Emotional Transmission on Mainstream Social Media – A Case Study of Guangming Daily’s Account on Douyin
- 1 Business, Economics and Law, The University of Queensland, St Lucia, Brisbane, Queensland, 4072 Australia
- 2 College of Arts and Sciences, University of Washington, Seattle WA, 98195 USA
- 3 School of Journalism, Media and Communication, University of Central Lancashire, Preston, Lancashire. PR1 2HE, UK
- 4 The international Division, No.58 Middle School, Qingdao, Shandong, 266199 China
* Author to whom correspondence should be addressed.
Abstract
Studies on the use of emotional factors by mainstream media mostly start from the perspectives of narrative and content, while few studies focus on the influence of emotional communication. Based on the existing literature on the mainstream media's emotionalized narrative in short videos, this research investigates the influence of this narrative in the process of communication, with a specific focus on the official account of Guangming Daily on Douyin. It combines questionnaires and in-depth interviews. Collected data are analyzed through the tool, Statistical Package for Social Sciences (SPSS) to uncover the effect of emotional content transmission. The result shows that the short videos released by Guangming Daily are characterized by a folk narrative that aims to stimulate emotional resonance. They are of educational significance, providing positive guidance and arousing patriotic feelings.
Keywords
Douyin, emotional communication, short video, Guangming Daily, mainstream media
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Cite this article
Han,Q.;Yao,D.;Zhang,Y.;Zhou,N. (2023). The Effects of Emotional Transmission on Mainstream Social Media – A Case Study of Guangming Daily’s Account on Douyin. Lecture Notes in Education Psychology and Public Media,5,764-771.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the International Conference on Interdisciplinary Humanities and Communication Studies (ICIHCS 2022), Part 4
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