A Comparative Study Of Content Production And Communication Strategies In Short Videos Of Print Media And TV Media

With the rapid development of mobile Internet technology and the popularization of smart phones,the social sharing form of “pictures+text” has been unable to meet the needs of the audience.The spread of online information has turned to short videos,and it has become the “last opportunity for traditional media transformation,“short video as the form of news was adopted by many paper media and radio and television media.It hopes to achieve a breakthrough in media convergence in a short video portal.This article takes the short video products “We Video” and “Look at News Knews” of the Beijing News and Shanghai Radio and Television as their research objects,examines the similarities and differences between the two in content production and communication strategies,and focuses on summing up the similarities.This tracked the development status,features,and problems of the short video news in traditional media in the country,and rethought the development of short video news.Although there are differences in content setting and production mode between “We Video” and “Look at News Knews”,the convergence is obvious.It is a trend of that content to cater for the consume habits of the mobile end user: To be willing to be laughed,to draw the close information of the territory and the psychology close to the news or to display the burstiness and social news at the scene of the conflict,the narrative and interactive narration is enough to excite the user to click on the impulse and desire to watch;In order to ensure the number of news outputs and the quality advantages,the strategy is to adopt the content production strategy in the long and short period,to fully exert its own policies and media resources advantages,to actively create the production team of short video news professional professional,and to reconstruct the production process and production mode of the news.“We Video” and “Look at News Knews” are based on five aspects of spreading strategy implementation,but they are projected according to their respective situations.Both stick to the field of journalism and deliver media and social power,at the same time,“We Video”pays more attention to the value of people and “Look at News Knews” pays more attention to the transmission of mainstream values of the times;In order to consolidate their respective discourse status,the Beijing news and Shanghai radio and television stations respectively took “We Video” as the key to enrich the communication pattern and improve the responsespeed,and took “Look at News Knews” as the key to connect the TV terminal and the Internet and realize the return of traffic to the large screen;The two products meet the audience's efforts to create a product matrix,“We Video” set up the "integrated two-wing" product matrix,“Look at News Knews” to develop excellent IP and cover the audience's needs;Both of them pay special attention to the design and exposure of brand identity.“We Video” copyright awareness of copyright is highlighted,and the responsibility of “Look at News Knews” is obvious;Both attach importance to cooperation with the platform,while“We Video” chooses combination of strong and strong to maintain equal status and advantages,“Look at News Knews” prefers multi-platform distribution and maintains traffic advantages.Now,print and television media content exist in a short video on the Internet features is not sharp,material is not enough diversity;The communication platform has low activity on its own platform,and the platform content differentiation awareness lacks commonality problems.And they are faced with the problems of thinking and experience that have now become a handicap.It is important to be alert to that tendency of public entertainment by the development of short video,whether paper media or television media.The development of the short video news has been through a long period of time,calling for a regulation and an orderly era,and the traditional media has to actively build the standard and value of the short video news,and it will have profound theoretical and practical implications for the development of journalism.