Will Ads Destroy The Viewer’s Trust?

Absztrakt (kivonat)

This paper aims to study whether Douyin's short video advertising has an impact on the audience's trust. Firstly, the theory and model are discussed respectively. On the one hand, viewers will make subjective choices due to their own viewing habits, emotional needs or cognition of new media platforms. On the other hand, the characteristics and influence of mass media also influence viewers' decision-making. The researcher divided the theory into three parts. Firstly, the young people's media dependence on new media (Nawi et al., 2020) and the Mere exposure effect elaborate on viewers' psychological activities when selecting part of short videos from the main dimension of viewers. Second, the critical analysis of Cultivation theory (Potter, 2014) and Agenda-setting research in the new media environment (Aruguete, 2017; Nowak2016) show the strong influence and control of short video platforms as a form of new media. Third, the Para-social relationship describes the mechanism of establishing an interactive relationship between the audience and the video. For the model, the researcher refers to people's acceptance of information technology. The ABC model of attitude and the Technology acceptance model play a decisive role in the investigation of attitude change and acceptance. In addition, 222 valid questionnaires were collected from 28 different provinces in China by quantitative research method. Cross-analysis, One-Way ANOVA test and Pearson Correlation test were conducted according to SPSS. Through the extraction of different elements for different research purposes for detailed inspection, the audience of short video advertising attitude changes. This makes the researcher realize that Douyin's short video advertisement destroys viewers' trust in video makers and content to some extent, but can improve their acceptance of short video advertisements due to some objective conditions. The researcher believes that the media should restrain their own power, prudently use their own functions and characteristics, and constantly improve professional ethics, in order to reduce the negative impact on the public.