The Effects of Emotional Transmission on Mainstream Social Media A Case Study of Guangming Dailys Account on Douyin

Abstract

Studies on the use of emotional factors by mainstream media mostly start from the perspectives of narrative and content, while few studies focus on the influence of emotional communication. Based on the existing literature on the mainstream media's emotionalized narrative in short videos, this research investigates the influence of this narrative in the process of communication, with a specific focus on the official account of Guangming Daily on Douyin. It combines questionnaires and in-depth interviews. Collected data are analyzed through the tool, Statistical Package for Social Sciences (SPSS) to uncover the effect of emotional content transmission. The result shows that the short videos released by Guangming Daily are characterized by a folk narrative that aims to stimulate emotional resonance. They are of educational significance, providing positive guidance and arousing patriotic feelings.