Amusing Ourselves to Death:The Impact of Entertainment Techniques on the Number of Likes Received by Anti-Fraud Short Videos
Currently,entertainment-oriented expressions are gradually occupying the public sphere,and it seems to have become a consensus that communication effects can be enhanced by means of entertainment.However,further research is needed to examine whether entertainment will necessarily enhance communication effects.Built on the elaboration likelihood model and consistency theory,this study explores how topics and media attributes moderate the influence of entertainment on the number of likes,an important indicator of the communication effect,by content analyzing 467 anti-fraud short videos on Douyin.The results show that preventive education and unveiling scam information inhibited the positive effect of entertainment on the number of likes,but case description and property loss information strengthened the positive effect of entertainment on the number of likes.The use of entertainment in self-media significantly boosted the number of likes,and this effect was not affected by any type of information.However,the number of likes received by official media was not affected by entertainment.This study not only provides strategies on how to use entertainment techniques for public communication,but also reveals the boundaries of the effect of entertainment on communication effects,shedding new insights on the relationship between audiences and media in this era of pan-entertainment.
Entertainmentthe number of likesmedia attributesissue involvementanti-fraud short videos
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