A study on the Configuration path of the communication effect of urban short videos: fsQCA analysis based on socio-technical systems theory

Urban short videos have become an important vehicle to promote city branding, cultural communication and economic development. This study adopts the fuzzy set stereotyping comparative analysis (fsQCA) method to analyse 120 sample cases based on the Jieyin platform by focusing on two dimensions, namely, social and technological, and refining antecedent variables such as content theme, emotional tendency, topic guidance, title length, content duration and presentation form. It is found that there are three configurations of high communication effect of urban short videos, namely, socially dominant, technologically dominant and socio-technical synergistic. Positive emotional tendency and medium content length are indispensable conditions for efficient communication of urban short videos, and at the same time, based on the precise grasp of the communication subject on the tone of the content, we should also flexibly adopt differentiated strategies, and maximise the communication effect of urban short videos through the coupling of multi-dimensional elements. The effect is maximised through the coupling and linkage of multi-dimensional elements.