自媒体短视频视角下长沙餐饮夜生活传播机制及策略研究——以抖音、小红书为例

Study on the Communication Mechanism and Strategy of Changsha Catering Nightlife under the Perspective of Self-Media Short Video—Taking Jittery Voice and Xiaohongshu as Examples

长沙有着丰富多样的夜生活,夜经济一枝独秀,近年来在短视频平台的助力下更是发展迅猛。目前,长沙借助抖音、小红书等自媒体短视频呈现和推介餐饮夜生活,呈现出视觉冲击强、经济带动力高、社交互动性浓等特点。基于此,为充分展示长沙餐饮夜生活的多样性与独特魅力,该文以抖音、小红书两大自媒体短视频为例,从长沙餐饮夜生活类短视频的角度切入,采用内容分析法、案例分析法等研究方法,从传播内容与传播效果展开分析,提出长沙餐饮夜生活类短视频在素材选取、意义呈现和传播过程中的不足之处,并在此基础上从内容创作者、短视频平台及行业协会等方面提出针对性的优化建议。

Changsha has a rich and varied nightlife,night economy is unique,in recent years in the short video platform is a rapid development.At present,Changsha presents and promotes catering nightlife with the help of short videos of Jittery,Xiaohongshu and other self-media,presenting the characteristics of strong visual impact,high economic driving force and strong social interaction.Based on this,in order to fully demonstrate the diversity and unique charm of Changsha's catering nightlife,we take Jittery and Xiaohongshu as examples of two major self-media short videos,start from the perspective of Changsha's catering nightlife short videos,and analyze them in terms of the communication content and effect by adopting the content analysis method and the case study method,so as to put forward the deficiencies of the short videos of Changsha's catering nightlife in the process of selecting the material,presenting the significance,and dissemination.On the basis of this analysis,we put forward optimization suggestions from content creators,short video platforms and industry associations.