Media Affordance of E-retailing Short Video: Text Mining and Comparative Study #br#
of Beauty Anchor in Kwai

doi:10.19722/j.cnki.1008-7729.2020.0218

Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition) ›› 2020, Vol. 22 ›› Issue (5): 1-9.doi: 10.19722/j.cnki.1008-7729.2020.0218

School of Digital Media and Design Arts, Beijing University of Posts and Telecommunications,
Beijing 100876, China

Received:2020-08-04 Online:2020-10-30 Published:2020-11-06

Abstract

Abstract: Short-video platforms are new media with rapid development. E-retailing short video plays an essential role in economic recovery after the outbreak of COVID-19 epidemic in early 2020. However, present research related to the creation and operation of the e-retailing short video is mainly based on qualitative description, and lacks empirical studies based on quantitative methods. The integration of text mining in computer science and content analysis in communication study can enrich new media studies’ methodology. Taking e-retailing short video as research subject extends the space of media affordance theory in the Chinese context. Comparing video text and comment text by two leading short video anchors can provide reference for other we-media operations.

Key words: e-retailing short video, media affordance, text mining

CLC Number:

G206

HUANG Miao. Media Affordance of E-retailing Short Video: Text Mining and Comparative Study #br# of Beauty Anchor in Kwai[J]. Journal of Beijing University of Posts and Telecommunications(Social Sciences Edition), 2020, 22(5): 1-9.

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Media Affordance of E-retailing Short Video: Text Mining and Comparative Study #br# of Beauty Anchor in Kwai

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