Research on Cultural Communication Strategies of Short Videos Under the Secondary Creation of Film and Television Content
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Abstract
With the rapid penetration of mobile internet, short videos have become an important channel for contemporary cultural communication. Based on editing, reorganization, dubbing, commentary, and other methods, secondary creation of film and television content has formed a large-scale content ecosystem on platforms such as Douyin and Bilibili. This ecosystem extends the communication cycle of original film and television works and changes the way audiences receive, interpret, and redistribute media content. However, such content still faces contradictions in communication effects, copyright definition, platform governance, and cultural expression. From the perspectives of communication studies and cultural studies, this paper analyzes the production logic, platform recommendation rules, cross-platform diffusion paths, and user interaction mechanisms of short videos based on secondary creation of film and television content. The study further proposes optimization paths that balance communication efficiency and cultural connotation, including content quality standardization, differentiated creation, copyright collaborative governance, and integration between cultural value orientation and commercial communication logic. From an engineering communication perspective, the work treats short-video dissemination as a platform-driven information propagation process influenced by algorithmic distribution, audience feedback loops, and multi-node network diffusion. The research provides theoretical support and practical reference for the high-quality development of secondary creation short videos and offers useful implications for platform governance, creative practice, and collaborative copyright management.
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