Research On The Content Production Strategy Of Douyin Sign Of People's Daily

The rapid development of social economy and information technology,the widespread application of mobile internet and smartphones,the full coverage of 4g networks and the gradual maturity of 5g networks have created fertile soil for the advent and development of the short video era,which is changing traditional media.At the same time as the content production method and the communication method,it has also brought tremendous changes to the media ecological environment.In the more than three years since the launch of Douyin in September 2016,it has quickly become more powerful than WeChat in the app.No.1 in app downloads.As the most influential Chinese newspaper,People's Daily,has always been at the forefront of the new media transformation,settled in Douyin to explore a new content production and distribution model.With a view to expanding its influence,exerting its guiding power,and enhancing its communication power,this article analyzes and summarizes the effects and deficiencies of the new media transformation by combing the path of new media reform in the People's Daily;a short video of the People's Daily Douyin The content is the content analysis and summary of the research object;the typical short video of the "Boom" short video is used as a case to summarize the key factors for the success of the "Boom" short video.Gabriel Tald's "imitation theory" as a theoretical support,research found that short vibrato videos make people spread faster through artificial and conscious imitation,or spontaneous and unconscious imitation.This conscious or Unconscious imitation is the maximization of the communication effect,because it crosses the cognitive and attitude levels and directly reaches the communication effect behavior level.Hope that in the era of short videos with a lot of content,this research can provide a reference for the content dissemination of the People's Daily Douyin,The propagation effect is optimally maximized.