Communication Effects and Optimization Strategies of Marine Culture Short Videos in China from the Perspective of Agenda Setting

Abstract

As new media technology advances, short videos have become a key medium for spreading ocean culture to the public. However, biases in agenda-setting during their dissemination process limit their communicative value. This research uses agenda-setting theory as a framework and employs literature review, content analysis, and case study methods to explore the current status, biases, and dissemination issues of these short videos and to analyze how these biases affect communication outcomes from cognitive, emotional, and behavioral perspectives. The study also proposes strategies for improving their dissemination. The findings show that current short videos of this kind have shallow content, a utilitarian orientation, and localized distribution. These biases lead to one-sided audience understanding, insufficient emotional resonance, and improper guidance of behavior. Strategies such as optimizing agenda content, standardizing agenda orientation, and strengthening collaboration among stakeholders can improve the quality of these videos’ dissemination. This improvement supports the preservation of ocean culture and the spread of ecological protection concepts.