| With the rapid development of network technology and the popularity of mobile intelligent terminals,a variety of new media emerge in an endless stream.Among them,relying on mobile intelligent terminal as the carrier of mobile short video is the product of the micro era,and is becoming a hot industry.After the rapid development of a few years,the short video industry ushered in blowout outbreak in 2016.Many excellent content producers are emerging from traditional media and new media,Pengpai's short video micro-blog of breaking news is one of the best.This paper focused on Pengpai's short video micro-blog of breaking news,from January 1,2016,to December 31,2016,a total of 378 videos.By using the methods of literature analysis,case study and content analysis,this paper analyzed from the perspectives of the communicator,message,medium,receiver and effect,so as to summarize the characteristics and successful experience of Pengpai's short video micro-blog of breaking news and provide useful suggestions for the development of the current short video industry.The study found that,in terms of the topic type,the majority of Pengpai's short video content on micro-blog are people's livelihood,while Pengpai also pay close attention to the social governance,a good fit to the current social profound proposition and its own position;in terms of the value orientation,mostly it's negative,but there are lots of neutral content,which explains its extensive participation in social governance,exposing the bad side of the social problems,and thus provides constructive suggestions for social progress;in terms of the technical form,Pengpai's short video micro-blog rarely uses subtitles and background music and limits the time of the videos,to ensure the video's original sense and sense of the ongoing scene.However,the transmission of Pengpai's short video micro-blog is not isolated,static,but created by the photographer,reviewer,reporter /editor in common to complete,forming an open communication structure,particularly in the context of micro-blog,where the majority of Internet users actively participate in the interaction,opinion leaders and traditional media are actively involved in the dissemination and government departments actively respond,forming a unique communication mechanism.Pengpai's short video micro-blog of breaking news also has some problems in the production.For example,there's only a few original programs that may have an influence on creating their own brand;in the network exposure + confirm mode of operation,timeliness should also be strengthened;the use of subtitles and background music is not very professional;there's room for improvement in cameraman's organization,content distribution and interactions with the audience.Based on the analysis of Pengpai's short video micro-blog of breaking news,this paper concluded that the short video content production and distribution,on the one hand,need to position accurately and establish its own direction of development.Pengpai's short video micro-blog of breaking news could create more original programs and build unique brand.On the other hand;one should pay attention to communication,give full play to the effect of microblogging public opinion field,follow the laws of communication,build a set of process mechanism in the agenda setting,topicmanufacturing,government's interative solving problems to reflect more professional pursuit. |
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