Volume 5

The development of society leads to increased awareness of health issues, especially sex. Since sex-related issues are primarily emphasized during adolescence, adolescents become the major targeted audience of sex education, and sex education has obtained much attention in recent decades. There are several research discussing prominent discrepancies between sex education in different nations, however, few research steps into this domain from the perspective of media. This paper conducts a comparative analysis of media influence on adolescents’ sex education in China and western countries, which not only briefly introduces certain types of traditional media and new media but also discusses the status quo of media application respectively. The results of the comparison demonstrate that the media influence on adolescents’ sex education in China and the West mainly differs in the content and the approaches being used, while the perceptions of sex education and the negative impacts brought about by the application of media share some similarities. Furthermore, these results may attribute to two aspects, cultural background and the development of sex education.

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With the implementation of the rural revitalization strategy and the development of new media, the boost of characteristic rural resources by related policy has been gradually revealed. The characteristic rural resource areas give full play to their advantages in resources, culture, environment, and ecology, and develop the utilization mode of characteristic village resources. This is regarded as one of the important ways to promote regional rural revitalization. Based on the analysis of the current situation of new media on rural revitalization, through field investigation in Zhongping village of Hailun city, Heilongjiang Province, this paper verifies the positive impact of new media marketing of characteristic rural resources on rural revitalization construction, and puts forward countermeasures and suggestions for promoting rural revitalization in an overall way.

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Visual complexity can be defined as the number of elements in an image or object, as well as the level of detail they convey. The term 'highly visual complex' refers to images that contain a wide variety of elements within their basic visual elements, such as features, designs, and variations. Currently, with the advancement of modern technology and the popularity of social media, brands are paying more attention to their social media images. In order to capture the needs of the market with visual marketing, social media images' visual complexity has become a key concern for brands. In this study, case descriptions with two types of cases that have different levels of visual complexity are performed in order to generate comparisons and analyses. Brands need to judge the level of visual complexity according to their own positioning and design. Consequently, consumers are able to form a more accurate perception of the brand. This is how brands can win the favor of consumers.

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The luxury economy has been hit hard by the depressed global economic environment under the impact of the COVID-19 pandemic, which has forced luxury brands to adjust and adapt their digital marketing strategies in conjunction with emerging forms of media. This article emphasizes the luxury economy in China. It takes three emerging forms of media in the post-pandemic era in China, namely social media, short videos, and live streaming shows, as the main subject of the research. Based on the theory of uses and gratifications in media communication, a link model is conducted with media communication as the object. A theoretical hypothesis is formulated that new media promotes the luxury economy by enhancing one part of the media communication link. Meanwhile, a questionnaire targeted at luxury consumers was designed and distributed to investigate the correlation between new media usage habits and luxury consumption to prove the hypothesis from a practical perspective. From the statistics, comparison, and correlation analysis of the data, the conclusion was drawn that in the process of new media communication, the promotion of luxury goods through new media by communicators has a significant effect on the luxury economy, primarily through social media and short videos.

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This study investigated people's attitudes on social media towards abortion right after the leaked version, and the official version were put out, as well as the factors that influence and reveal human attention to independent rights and gender equality. Quantitative and qualitative data were collected through Twitter. Data from quantitative analysis and topic modeling suggested people's different focus topics on abortion, the most relevant focused hashtags in this event, and how people's main concern towards the issue shifted after the official version came out. Results from the qualitative analysis indicated how human's reactions towards abortion have been displayed through platforms and what parts are the most concerned in this incident. This research emphasizes the critical role of human attitudes in controversial decisions and how media separate them into different groups and tags to allow a more extensive community for people to discuss and protest.

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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.

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The impact of short video platforms on the sale of agricultural products provides a basis for a scientific study on the relationship between farmers and consumers. Through content analysis and a questionnaire survey, the study analyses the new interactive relationship between agricultural products sold directly by farmers and e-commerce consumers, focusing on the TikTok platform. It considers the development of live streaming and its intrinsic value in the promotion of agricultural products and poverty alleviation in the short video era. Through analysis, it finds that the relationship between producers and consumers is closer and farmers’ participation in the live broadcast industry largely increases the sales of agricultural products. These further narrow the gap between urban and rural areas and contribute to the realization of common prosperity in China.

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Since the outbreak of the coronavirus pandemic, the film and television industry has continued to slump, with numerous theaters and film companies closing down. Instead, short videos have gained a large audience by integrating many online resources. At present, most of the academic discussion focuses on the concept, characteristics, and prospects of short video communication. However, research on the mode "short video + film publicity and distribution" is still relatively scarce. Compared to the previous roadshows, this new promotion mode combines cinema and short video platforms. Under the background of the transformation, this paper analyzes the marketing strategies of films on Douyin and the reasons for their success. The research methods used in this paper include case analysis and comparative analysis. It is found that Douyin’s short videos have maximized the promotional effects of Chinese films in four aspects: emotional value, music market, celebrity effect, and trending topic effect, and the traffic matrix formed by the celebrity effect chain generates the most profit.

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This paper investigates the impact of network users’ needs on the development of live streaming commerce in China. The data analysis of the questionnaire shows that the development trend of live streaming commerce has a certain relationship with online audiences’ consumption intention. The form of online live streaming enriches their consumption vision. Compared with traditional live streaming commerce, due to its interactive advantage, it has won a large number of audiences. Moreover, the current epidemic situation is also an objective factor for the rapid development of the marketing model of live streaming commerce. For the economic recovery in the epidemic era, some regions use live streaming to promote local products. It is found that the willingness and demand of online users are important factors in the development of the live streaming commerce.

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A few years ago, the issue of aging started to become an important obstacle to global development that cannot be ignored, and China, as one of the world's countries with the largest population, is in fact particularly affected by the negative effects of aging. Compared to other measures to alleviate the aging problem, society seems to pay less attention to the situation of elders on social media. Because of this, it is of great significance to examine the aging issue from the perspective of social media. This paper uses social media platforms and existing active aging systems as research subjects, employing methods such as relevant interviews and literature analysis to discover ways to make social media more relevant to older adults, thereby better promoting active aging. According to the research, creating a social media platform that is friendly to older adults and thus achieving positive aging on social media requires the collaboration of multiple parties, including the government, media, family members of older adults, and older adults themselves. The implementation of active aging on social media benefits not only the elderly but the entire society.

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