A Study On The Strategies Of TV Program Hosts' Participation In Short Video Creation

In the contemporary era of rapid development of the mobile Internet and the continuous popularization of smart phones,the original social sharing form based on pictures and text has been unable to meet the needs of the audience.Based on this background,short videos have gradually become popular and become the mainstream form of social sharing.The emergence of short videos has rewritten the traditional way of video dissemination,and at the same time derived a new type of dissemination context.In recent years,the audience of short videos has been increasing day by day,and various short video applications have emerged.In this environment,mainstream media have also begun to enter the short video platform,and then compete for a place to seize the commanding heights of public opinion.The entry of mainstream media into the short video platform is not accidental,but the result of a combination of policies,technology,environment and other aspects.Under this change,as the image spokesperson of the mainstream media,TV presenters will also participate in the creation of short videos and interact with the audience in new ways on new platforms.Due to the short time,inexperience and uneven level of participation of TV presenters in the creation of short videos,they also have a lot of problems in the face of short video creation.in the era of big data,there are few scientific plans and strategies,and creation is based on personal subjective judgment.On the one hand,the traditional TV media workers are deeply immersed in facing the impact of new media.On the other hand,they also reduce the credibility of mainstream media in mass communication.However,compared with the extremely active self-media bloggers in short videos,the professional qualities of TV presenters cannot be ignored.From the perspective of media image,TV presenters rely on the program to accompany the audience,and they have a certain audience connection and high-confidence screen image.It is not a "start from scratch" to carry out business innovation in the field of short video;After being tempered by media work,TV presenters can organically combine audio language with audience demands and spread quality content.From the aspect of media attributes in China,TV media presenters should pay attention to the release of short-term video platform content in the future,in the era of excess Internet information,build a screening barrier for audiences and establish the role of gatekeeper.Judging from the current development situation of new media,mainstream media represented by central media has achievedgood communication effects on short video platforms.With a series of news short videos with national feelings,the audience resonated and weakened the short video works to a certain extent.The pure entertainment attribute of the platform builds a platform for the TV host to speak.TV presenters have a high degree of political,cultural,and business literacy.After experiencing the vigorous development of TV media,the presenter 's valuable practical experience has injected new connotations into the improvement of literacy.When the short video comes,the traditional essence of literacy should be retained,and the professional beliefs rooted in the host 's heart must be adhered to.What needs to be changed is the concept of thinking and the way of creation."Elephants also have to learn to dance hip-hop".In the face of the impact of new media,traditional TV program hosts should avoid weaknesses,explore solutions from their professional advantages,and seek strategies in keeping pace with the times.The research of the article will start from five parts.The first part,based on the existing literature,summarizes the development status of domestic short video;the second part combines the actual situation and analyzes the necessity of the TV program host to enter the short video platform based on professional capabilities from three aspects;The law discusses the advantages and disadvantages of TV program hosts participating in the creation of short videos;the fourth part is based on the case analysis method,exploring the Internet era TV hosts should use short videos to disseminate valuable information;Enlightenment and changes brought by the cultivation of talents.