Case 02 — Short-Form (TikTok, Reels) and Short Video Persuasion Literacy

Overview

Transition Point

From 2010s Instagram (photos) and YouTube (long video) to short videos where the first three seconds decide everything as a primary communication channel. “Writing that completes an explanation” → the sense of “one cut that stops the scroll” became necessary.

Literacy Improvement Mechanisms

1. Hook design: Holding attention with the first scene or first line
2. Keeping only the core: The one-message principle
3. Sound and captions: Caption literacy that works without audio
4. Trends and authenticity: Balancing popular formats with substance

Field Operation Tips

• Turn program guidance into a 15-second short-form storyboard (problem–experience–one line)
• Output: one storyboard + three caption lines
• Reduce burden with template repetition rather than long shoots

Implications for Paju Activist Training

• The realistic format for youth and local promotion channels
• Student-led village introduction short-form projects
• Bundle with exaggeration, privacy, and copyright topics to expand into citizenship

Notes

• Even as length shrinks, editing and persuasion literacy becomes more precise