AUDIENCES’ ACCEPTANCE TO SHORT VIDEO NEWS AND TRADITIONAL NEWS REPORT

Authors: Tian Yuanmuge, Panom Wannasiri & Taksina Chai-Ittipornwong

ABSTRACT

The growing efficiency of short‑video content has become a major concern for livelihoods in an era where digital media affordances, particularly in news consumption, dominate everyday life. This study examines the differences in audience acceptance of short-form video news compared to traditional news reporting. A quantitative method was employed through an online questionnaire, focusing on three dimensions: audience characteristics, news consumption practices, and levels of acceptance. Respondents are active social media users and regular news audiences from diverse demographic backgrounds. Prominent finding reveals that traditional and short video news reporting represent different modes of contemporary journalism and the adverse consequences on news audience behavior, content preferences, interactive feedback, and overall reception. Short video news is defined by fragmented delivery, real-time updates, interactivity, and algorithm-driven distribution, while traditional TV news emphasizes rigorous content, comprehensive narration, authoritative information, and one-way communication. Audiences generally prefer both formats for current affairs, though their motivations differ. Traditional news is valued for its informational authority, whereas short video news appeals to those seeking rapid access to trending topics. In the context of digital media, short video news has reshaped reporting practices and audience habits, becoming the mainstream channel for daily news consumption due to its frequency, immediacy, and interactive experience. Traditional news has an obvious advantage in the audience’s evaluation of content integrity, rather than short video news, consequently, it can retain strengths in content integrity, factual authority, and audience trust, making it indispensable for in-depth and systematic coverage. Finally, short video news fosters fragmented cognitive patterns, while the traditional TV news supports comprehensive understanding. These findings underscore the necessity of integrating both formats to promote balanced and healthy public news consumption.

Keywords: News audience / News report / Short video news / Uses and gratification theory

REFERENCES

  1. Chen, Y. (2022). Digital communication and audience engagement: New trends and implications. New Media & Society, 24(6), 788-806.
  2. Deuze, M. & Witschge. T. (2018). Beyond journalism: theorizing the transformation of journalism. Journalism, 19(2), 165–181.
  3. Filho, H. M. (2024). Transformation and transcendence – reforming news production in the convergent media era. https://doi.org/10.1590/0101-3173.2024.v47.n5.e02400138
  4. Glo, J. A. (2023). Report on Uses and Gratifications Theory. DOI:10.5281/zenodo.8122980
  5. Harcup T., & O’Neill, D. (2017). What is news? News values revisited (again). Journalism Studies, 18(12), 1470–1488.
  6. Krieken, K. V., & Sanders, J. (2021). What is narrative journalism? a systematic review and an empirical agenda. Journalism, 22 (6), 1393–1412.
  7. Lei, Y., & Meng, X. (2024). Short videos, big impact: How Chinese youth perceive and engage with news on short video platforms. https://doi.org/10.1177/20594364241298055
  8. Li, Q., & Shui, X. (2020). Transformation of short video news production: causes, problems and paths. Modern Communication, (11), 154–157.
  9. Liu Y., & Zhang Z. (2022). News narration, local visibility and public life in Chinese short videos. Journalism Practice, 18(8), 2108–2125.
  10. McNair, B. (2017). After objectivity: Schudson’s sociology of journalism in the era of post-factuality. Journalism Studies, 18(2), 1-16.
  11. Qin, C., & Liang, S. (2021). Multi-angular visibility: a study on the impact of short video production of urban youth floating groups. Modern Communication, (5), 85–90.
  12. Sichach, M. (2023). Uses and Gratifications theory – Background, History and Limitations. https://ssrn.com/abstract=4729248 or http://dx.doi.org/10.2139/ssrn.4729248
  13. Swart J., Peters C., Broersma, M. (2017). Navigating cross-media news use: Media repertoires and the value of news in everyday life. Journalism Studies, 18(11), 1343–1362.
  14. Theiss, S.R. (2024). Traditional or trendy: news presentations in short form video and its audiences. https://digitalcommons.usf.edu/etd/10832/
  15. J. (2021). From ingenious thinking to ingenious writing: narration and expression of short video news. News and Writing, (4), 110–112.
  16. Walia, C. K. (2025). Uses and gratifications theory and media consumption patterns. International Journal of Advanced Mass Communication and Journalism, 6(1), 201-203.
  17. Xiao, Y. F. (2016). Multidimensional connotation of media convergence and news production. News World, (2), 15-22.
  18. Yang, J. (2024). The influence of short video development on news communication strategies from factual information to emotional experience. Media and Communication Research, 5(1), 41-45.