Author(s)

Yujin Zhou ¹, Feng Qin ¹

Affiliation(s)

¹ School of Anhui Normal University of Journalism and Communication, Wuhu, 241002, Anhui Province, China

Corresponding Author

Yujin Zhou

ABSTRACT

Based on the first level of user comments in first short video of “Liu Yexi”, we use text analysis, combining three aspects of text sentiment analysis, text word frequency statistics and text topic clustering extraction, to explore the focus of user attention and summarize the reasons for the popularity of this video and provide ideas for future content production in the short video industry. The study found that users' emotional attitude toward this video was positive, and the focus of attention was on six main aspects: technical threshold, original plot, multi-dimensional sensory experience, personalized features of the main character, copywriting and label positioning, cultural aesthetics and value orientation. According to the word frequency statistics and thematic clustering results, the study concludes that new ideas for short video content production include: exploring the deep integration of "technology+", shaping a personalized virtual IP image, deepening original script creation, polishing adaptable copywriting content, and contributing to the return of traditional aesthetic elements.

KEYWORDS

Short video; metaverse; user comments; content production

CITE THIS PAPER

Yujin Zhou, Feng Qin, Research on the Production Strategy of Mobile Short Videos Based on User Comments --Take metaverse blogger Liu Yexi as an example. Art and Performance Letters (2022) Vol. 3: 40-48. DOI: http://dx.doi.org/10.23977/artpl.2022.030308.

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