Scholarlink

<p>Public emergency short videos (PESVs) have become a critical channel for crisis communication, yet the effects of multimodal features—such as titles and background music—on users’ behavior and sentiment remain underexplored. Drawing on Information Processing Theory and Emotional Contagion Theory, this study employs a mixed-methods design across three complementary studies. Study 1 used controlled experiments to provide initial causal evidence on the effects of background music and titles on users’ emotional and behavioral responses. Study 2 analyzed a large field dataset (1010 PESVs and 397,313 TikTok comments) with two-way fixed-effects regressions to examine how specific title (length, size, type) and music (tempo, beat, amplitude) features influence political comments, extreme comments, and public sentiment. Study 3 introduced visual complexity (image entropy) as a moderator and found that higher image entropy weakens the persuasive effect of title features while amplifying negative sentiment. Across studies, background music consistently exerted a strong emotional influence, title features increased the prevalence of extreme and political discourse, and visual complexity conditioned these relationships. The findings advance theory on multimodal message processing in crisis contexts and offer practical guidance for designing PESVs for effective and responsible emergency communication.</p>

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

What appeals more to the audience? Decoding public emergency short videos communication via emotional contagion and information processing

  • 期刊论文

  • 发表日期：

    2026年2月24日

查看全文
  • Jiaxuan Li,
  • Shuaifeng Chang,
  • Mingxing Han,
  • Shijing Huang,
  • Qinjian Yuan

摘要

Public emergency short videos (PESVs) have become a critical channel for crisis communication, yet the effects of multimodal features—such as titles and background music—on users’ behavior and sentiment remain underexplored. Drawing on Information Processing Theory and Emotional Contagion Theory, this study employs a mixed-methods design across three complementary studies. Study 1 used controlled experiments to provide initial causal evidence on the effects of background music and titles on users’ emotional and behavioral responses. Study 2 analyzed a large field dataset (1010 PESVs and 397,313 TikTok comments) with two-way fixed-effects regressions to examine how specific title (length, size, type) and music (tempo, beat, amplitude) features influence political comments, extreme comments, and public sentiment. Study 3 introduced visual complexity (image entropy) as a moderator and found that higher image entropy weakens the persuasive effect of title features while amplifying negative sentiment. Across studies, background music consistently exerted a strong emotional influence, title features increased the prevalence of extreme and political discourse, and visual complexity conditioned these relationships. The findings advance theory on multimodal message processing in crisis contexts and offer practical guidance for designing PESVs for effective and responsible emergency communication.