Welcome to Francis Academic Press

Frontiers in Art Research, 2022, 4(10); doi: 10.25236/FAR.2022.041009.

Research on communication effect based on “the HOOK Model” --Take the short video of China in Classics in Tiktok as an example

Author(s)

Yan Ruxin

Corresponding Author:
Yan Ruxin
Affiliation(s)

School of Journalism and Communication, Guangdong University of Foreign Studies, Guangzhou, 510000, China

Abstract

China in Classics is a large-scale cultural variety show launched by China Central Television (CCTV) in 2021. Once the program was broadcast, it triggered a strong social repercussions. The program follows the “big screen + small screen” communication route and the “Online + offline” communication mode, which can be said to be a successful model of cultural variety show in the context of Convergence Media in recent years. At present, most of the research on China in Classics remains in the innovative aspect of the whole program, but there is a lack of research on the communication effect of this program on the new media platform Tiktok. Based on the Hook Model summarized by Neil eyar and Ryan Hoover, this paper will explore the factors influencing the program's communication on the Tiktok. According to the analysis results, the communication strategy of cultural variety show in new media short video app is given.

Keywords

Short video; Communication effect; The Hook Model; Cultural variety show; Tiktok

Cite This Paper

Yan Ruxin. Research on communication effect based on “the HOOK Model” --Take the short video of China in Classics in Tiktok as an example. Frontiers in Art Research (2022) Vol. 4, Issue 10: 40-48. https://doi.org/10.25236/FAR.2022.041009.

References

[1] Ding Hongmei [J]. traditional TV production based on short video News world, 2021 (06): 56-58DOI:10.19497/j.cnki.1005-5932.2021.06.018.

[2] Xia Ying, Xing Shengai. Research on innovative production and communication strategy of cultural variety show [J]. Audiovisual, 2022 (03): 55-57DOI:10.19395/j.cnki.1674-246x.2022.03.053.

[3] Peng Cui, Qi. Naixuan Communication matrix: new concept and new form of communication of excellent Chinese Classics -- Taking China in Classics as an example [J]. Television research, 2022 (03): 44-46

[4] Bao Wenxia, Wu Hongchun, Xiao Xuefen. An analysis of the influence of shaking tone short video on red culture communication under the new media mode [J]. Office automation, 2022,27 (02): 13-16 + 39

[5] Zou Yuxuan. Research on the marketing strategy of HEMA fresh to increase user stickiness under the background of “new retail” -- Based on the perspective of addiction model [J]. Business news, 2020 (12): 1-3 + 9

[6] Zou Yuxuan. Research on the marketing strategy of HEMA fresh to increase user stickiness under the background of “new retail” -- Based on the perspective of addiction model [J]. Business news, 2020 (12): 1-3 + 9

[7] Zhang Xiaoyu, Zhang Mengyu, Yang Jiaqian. Model and empirical analysis of influencing factors of Library short video communication and interaction effect -- Based on the exploration of “addiction model” [J]. Library and information services, 2021, 65 (10): 13-22DOI:10.13266/j.issn.0252-3116.2021.10.002.

[8] Yu Junying. The influence of background music on TV advertising effect and empirical analysis [J]. Journal of Donghua University (SOCIAL SCIENCE EDITION), 2007 (02): 126-130 + 137

[9] Gao Xiaojing, Yu Mengqian, Yang Jiayan, Zhang Yuhan. Model and empirical analysis of influencing factors of Library short video communication and interaction effect -- Based on the exploration of “addiction model” [J]. Library and information services, 2021, 65 (10): 13-22 DOI:10.13266/j.issn. 0252-3116.2021.10.002.

[10] Zhang Li, Li Xiufeng. Analysis of the communication effect and influencing factors of the central tremolo short video of the Communist Youth League [J]. Chinese Youth Social Sciences, 2022, 41 (02): 30-42DOI:10.16034/j.cnki.10-1318/c.2022.02.013.

[11] Luo Jiaojiao. Integration, breaking and reconstruction: an analysis of the innovative mode of cultural programs [J]. Chinese editor, 2021 (07): 81-85

[12] Wang xueran, Tian Yungang. An analysis of the popular Chinese culture from the perspective of “traditional Chinese culture” Journal of Inner Mongolia University of Finance and economics, 2022, 20 (02): 61-64DOI:10.13895/j.cnki.jimufe.2022.02.008.