A Data Mining-based Model for Analyzing the Factors Influencing the International Dissemination Effect of Web Microshorts Plays

Online microdramas have rich themes and diverse types and have shown unique charm in international dissemination. Compared with traditional film and television dramas, online microdramas have unique characteristics such as shorter duration, compact content, and flexible form, which can quickly attract and maintain the audience’s attention. In addition, the communication characteristics of online mini-dramas are also particularly prominent. They are widely spread through the Internet platform, without geographical restrictions, and can quickly reach global audiences. Therefore, in-depth analysis of the factors influencing the international dissemination effect of online microdramas can help reveal their dissemination mechanisms and laws in the context of globalization. In the context of reform, this research focuses a data mining-based model for analyzing the factors influencing the international dissemination effect of online microdramas. The random forest algorithm is used to fully mine multi-categorical data of web microdramas. Keywords are extracted from the mined data using the LDA model. Based on this, the influencing factors of the international communication effect of web microdramas are selected. The fuzzy set theory–DEMATEL method is then applied to analyze these factors. This process provides analytical indices for the centrality degree and influence degree of each factor. The results demonstrate that the model can yield reliable analysis of influencing factors by thoroughly mining classification data. Notably, the factors such as the centrality of cultural identity, cultural attributes, content originality, content affinity, content topicality, user experience, and the timeliness of current affairs all exhibit high level of importance. These are pivotal influencing factors for the effectiveness of international communication of online microshort dramas. Conversely, the factors of background music, camera images, and content duration have relatively lower centrality and are not as critical in determining the impact of international communication of online microshort dramas, albeit they still play a role. The centrality of background music, camera image, and content duration is lower, making them noncritical factors. Among the factors, cultural identity and cultural attributes have higher influence and cause degrees, making them critical cause factors that easily influence other factors. User experience and content affinity have higher influence degrees, making them critical result factors that are easily influenced by other factors.