| The official Weibo "CCTV News" of CCTV News Center was established in 2012 and currently possesses 108 million followers."Anchor-speaking News Broadcast",a video of "Anchorman Kang Hui Said" announced on July 29,2019,occurred to publics.The content of "Anchor-speaking News Broadcast" concentrates on the current affairs and hotspot,adopting unified visual symbols to show in short video mode with a colloquial oral copy.Meantime,China has enrolled the epoch of media integration,and deep-felt reforms have undergone in the public opinion ecology,media structure,and communication methods,and the work of news public opinion is encountering distinct challenges.Under the context of the growing impact of social platforms,the decrease of mainstream media influence,and the growth of mobile short video platforms,the series of videos of "Anchor-speaking News Broadcast" on CCTV News can be considered as the positive transformation of CCTV News in the period of media.It applies Internet thinking to compose new attempts to conform to the use habits of the network audience media.According to the background of media integration,this research uses the video of "Anchor-speaking News Broadcast," which comes from Weibo of CCTV News as the research object.Furthermore,it utilizes "Anchor-speaking News Broadcast" from CCTV News as an example to investigate the features and skills of its communication,to present new development ideas for the mainstream media in the epoch of media transmission.Firstly,this report chooses the associated data of the "Anchor-speaking News Broadcast" from Weibo and examines the content of its video,which involves various dimensions,for example,presentation form,transmission influence,and online buzzwords.Among them,through the independent sample test of SPSS to investigate the connection between the application of Internet popularity and Weibo transmission power of "Anchor-speaking News Broadcast".Moreover,from the phenomenon to the essence,which concluded the relationship between the use of buzzwords and the impact of Weibo is not apparent.Second of all,it connects with the related data;the features of the video transmission of "Anchor-speaking News Broadcast" were examined by the framework of Lasswell 5W mode."Anchor-speaking News Broadcast" shows the authoritative and people-friendly characteristics in the main body of the communication.In terms of communication content,it has the features of "de-television" news voice,visual turn and sound effect voice to improve emotional resonance.At the moment,in the transmission channels,it displays the features of mainstream voice multi-channel "according to local conditions" and spreading impact via two levels of communication.Also,it investigates the innovation way of video broadcasting in "Anchor-speaking News Broadcast," which principally comprises the spread of conventional TV influence,the innovation of news discourse system and the practice of media follower.Meanwhile,it reveals on the spread of "Anchor-speaking News Broadcast" in the epoch of media,largely paying attention to the three perspectives of bloggers' chosen comments,pan-entertainment of news and market-oriented thinking.Eventually,it links with the transmission features and innovative way of "Anchor-speaking News Broadcast",a reference model is recommended for the innovation transmission of mainstream media in the epoch of media fusion.Thus,it includes four viewpoints: content is the king,formulating individual USP,user-centered view and optimizing the media matrix. |
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