Virtual space and social media studies

Virtual space and social media studies

Presenting the model of producing popular short videos in social media from the perspective of media managers

Document Type : Original Article

Authors
yousef khojir 1
Ali Shirzadian 2
Kosar mehrzade 3
1 Associate Professor, Department of Social Communication, Faculty of Culture and Communication, Sooreh International University, Tehran, Iran.khojir@soore.ac.ir
2 Ph.D. Student in Communication, Faculty of Culture and Communication, Sooreh International University, Tehran, Iran.
3 A graduate of Soura University media management
10.22083/cssms.2024.491058.1024
Abstract
The current research seeks to provide a model showing the flow of the most visited videos in social media. Having this model can lead video producers and media companies active in this field to more effective and high-quality productions. Therefore, the calculation of the components that can make a video popular in social media and presenting a model based on it is the special task of this research.

The conceptual framework of this research has been formed by using self-motivated communication theory, expectancy model, satisfaction usage theory, guided behavior theory and media richness theory.

The current research is of a qualitative type and the data collection method is documentary studies and in-depth interviews and the data processing method is thematic analysis. The statistical population of this research includes 10 media managers who have worked in the field of short video. The data collection method was a semi-structured interview and the sample size was determined through theoretical saturation. The data of the interviews were obtained in the form of 31 organizing themes, which, by combining them, are 10 overarching themes of the main findings of the research.

The findings of the research showed that the factors of attention to the selection criteria of the topic, message and subject are suitable for the audience; Applying good idea features to create a strong idea; access to a wide and diverse distribution network or its creation; Correct selection and adequate understanding of the audience, meeting his needs and holding constructive interaction with him; Mastery of technique and form and its correct application in the service of content; Adequate knowledge of the platform, choosing it correctly according to the target audience and complying with its rules and restrictions; using captioning and captioning techniques; Forming a strong and expert production team; Conduct proper pre-production in order to achieve a strong scenario; The credibility of the producer or publisher with the audience are the main topics that make up this pattern of the most visited videos in social media from the perspective of media managers.
Keywords
Short video
viral
social media
media managers
content analysis
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Virtual space and social media studies
Volume 1, Issue 4 - Serial Number 4
Winter 2025
Pages 85-108

  • Receive Date 27 November 2024
  • Revise Date 22 December 2024
  • Accept Date 21 January 2025
  • First Publish Date 21 January 2025
  • Publish Date 19 February 2025