Enhancing Communication Effectiveness of Public Interest Short Videos Based on Empathy Communication Theory:A Case Study of Bilibili Charity Account
Public interest short videos have become a key medium on social media for inspiring public participation in public welfare activities and conveying public welfare values.A research on video clips from Bilibili Charity,based on empathy communication theory and focusing on emotional triggering,value recognition,and behavioral transformation,shows that these videos effectively evoke audience resonance through emotional and visual storytelling,but they need improvements in content diversity,narrative coherence,interaction depth,and visual innovation.It is recommended that charity video platforms present true emotional stories,integrate their narrative logic and emotional narrative with the mainstream values,and innovate visual expressions to enhance interaction.The video platforms should collaborate with government departments to have better content inspection and creation of pathways linking emotion to action and individuals to society so that communication effectiveness and social influence of short videos be enhanced.
public interest short videoscommunication effectivenessempathy communication"Bilibili Charity"
NETL
NSTL
万方数据
