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Cultural Production Mechanism of Golf on Short Video Platform

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DOI: 10.23977/mediacr.2023.040206 | Downloads: 2 | Views: 260


Zhixin Liu 1, Linwen Xiao 2


1 Xiamen University Tan Keh Kee College, Nanbin Street, Zhangzhou, China
2 School of Economics and Management, Nanning Normal University, Hexing Road, Qingxiu District, Nanning City, China

Corresponding Author

Linwen Xiao


In the era of text and print communication, golf as a century-old Olympic event, its cultural communication tension has not been highlighted. After the popularity of short videos, the so-called aristocratic movement gradually came into the public eye. The research group took the popular golf short video on Douyin short video platform as the observation object, and carried out statistics and analysis by semiotic analysis method. The results show that the video platform represented by short videos can enable the communication of golf culture. Its content production contains professional standards, operation management is "in the eye, mind, heart", and maintain "concentration", so that the golf culture has been greatly spread. It is suggested that the short video of golf culture should increase the gold content and altruism of operation and management, create the golf culture space with the attitude of "service", increase the audience stickiness, and realize the lasting and stable realization with smart products.


Golf, short video, creation, dissemination, consumption


Zhixin Liu, Linwen Xiao, Cultural Production Mechanism of Golf on Short Video Platform. Media and Communication Research (2023) Vol. 4: 30-35. DOI:


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