A Computational Model of Message Sensation Value in Short Video Multimodal Features that Predicts Sensory and Behavioral Engagement
Organizations: Department of Communication, University of Utah · Department of Communication, University of California, Davis · Department of Media and Communication, City University of Hong Kong · Division of Emerging Interdisciplinary Areas, Hong Kong University of Science and Technology
Abstract
The contemporary media landscape is characterized by sensational short videos. While prior research examines the effects of individual multimodal features, the collective impact of multimodal features on viewer engagement with short videos remains unknown. Grounded in the theoretical framework of Message Sensation Value (MSV), this study develops and tests a computational model of MSV with multimodal feature analysis and human evaluation of 1,200 short videos. This model that predicts sensory and behavioral engagement was further validated across two unseen datasets from three short video platforms (combined N = 14,492). While MSV is positively associated with sensory engagement, it shows an inverted U-shaped relationship with behavioral engagement: Higher MSV elicits stronger sensory stimulation, but moderate MSV optimizes behavioral engagement. This research advances the theoretical understanding of short video engagement and introduces a robust computational tool for short video research.