Short Video Empowering the Image Communication of Universities: Internal Mechanism, Realistic Dilemma and Realization Path

The shift from “paper-based” to “finger-tip” platforms has made short videos an important medium for university image building. Their characteristics of precision, segmentation, and interactivity can make university images more deeply rooted in people’s minds. This paper elucidates the internal mechanisms of short videos’ empowerment of university image dissemination from two aspects: multi-dimensional collaboration to facilitate the diffusion of university images and emotional storytelling to promote the acceptance of university images. It also analyzes the practical difficulties in short video-empowered university image construction from three aspects: severe content homogenization, severe content formalization, and severe content fragmentation. By combining practical work cases, the paper proposes suggestions for optimization, such as strengthening overall coordination, establishing a convergent ecosystem, and forming a joint force through multi-party participation. It also suggests innovating narrative themes, expanding narrative spaces, and telling university brand stories well. Additionally, it emphasizes the need to adapt to technological changes and apply intelligent technologies to enhance the efficacy of image dissemination. These suggestions aim to provide references for further optimizing short video content strategies and enhancing university reputation.