From Interaction to Box Office: The Boosting Mechanism and Quantitative Analysis of Douyin Short Videos on Film and Television Popularity

Abstract

Based on the agenda-setting theory and the two-step flow theory, this paper systematically explores the boosting mechanism of short-video platforms on the popularity of film and television works using a mixed research method. By constructing a four-dimensional analytical framework of “content characteristics - user behavior - platform algorithms - promotion strategies”, and combining quantitative data and qualitative analysis of typical cases such as Fengshen Part One, The Knockout, and The Bad Kids, it reveals the multi-dimensional impact of short-video platforms on the popularity of film and television works through three mechanisms: preheating, diffusion, and long-tail effect. The study finds that the algorithm recommendation mechanism of short-video platforms can increase the spreading efficiency of film and television work topics by more than 300%, and usergenerated secondary creation content can extend the popularity cycle of works by up to 6 months. This research provides an empirical basis and theoretical reference for the optimization of promotion strategies in the film and television industry in the new media environment.