Exploring Narrative Style and User Engagement in Short Video News : A Case Study of the ‘Sichuan Observation’ Douyin Account

Abstract

This study examines the emotional narrative structures and user resonance mechanisms of 15 highly interactive short videos published by the "Sichuan Observation" account on Douyin. Employing content, textual analysis, as well as data visualization methods, the research systematically analyzes the narrative types, emotional expressions in comments, and patterns of user engagement. The videos are categorized into three thematic groups: emotional resonance and individual expression, socio-political conflicts and collective emotions, and positive energy including personal struggle and family education. Findings reveal a strong correlation between narrative styles and frequently used keywords in user comments. Through likes, comments and shares, users engage in emotional interaction and contribute to the wide dissemination of video content. This study provides theoretical and empirical insights into how mainstream media utilize short video platforms to evoke emotional resonance and enhance communication impact