| If the information in the BBS era is the way of reading and speaking,it is now completely in the era of video.Short video is a new kind of information expression because it is easy to shoot,make and receive with short time.In early 2018,iresearch released the "2017 China's short video industry research report",according to the report: short video market size in 2017 was 5.73 billion,with a year-on-year growth of 183.9%,and it is expected to exceed 30 billion by 2020.Since the era of new media,a number of traditional media have opened video section,and even have a special video production department.With the support of mobile internet technology,a batch of traditional media has been transformed by means of short video and live air,which is the most typical transformation of the Beijing News "we video".Since its launch on September 11,2016,on March 1,2018,the Beijing News "we video" initiated live broadcast and short video over 9000,and produced 43 albums,with a total of over 4.8 billion plays,which successfully created the typical "billion +" level flow typical during the traditional media transformation period.In this paper,we use the periodic sampling method to select 287 short video news reports from September 11,2016,to December 31,2017,and analyzes its content characteristics and factors that contribute to these characteristics.Firstly,the paper analyzed the content of "we video" from 12 aspects of the story,including the word frequency analysis of the title,the type of topic selection,the attitude of the match,the short video length,the source of video material,release point within a day,the use of the video multimedia material,the addition of the later subtitles,the adding of the logo,the voicing and the simultaneous sound configuration,the interview and the number of reported times of the different event.Results showed the basic development characteristics of short video news reports,including four features that is the highlight of the topic,the time of publication is consistent with the reading habits of the audience,according to the importance of the event to determine the time of release,and the news features of the publishing content are obvious.Secondly,the paper analyzed why "we video" can present the above features from four aspects,including communication team,communication consciousness,content creation,media channel,and analyzes the unique features of its success as a traditional media transformation short video news story: communication team professional media personality is prominent;focusing on the news section and brand awareness;adhering to journalism professionalism to do content original production;integrating the three micros and one end channels,lending a large distribution platform of Tencent.Thirdly,finding the problems such as lack of timeliness,lack of objectivity,unitary presentation and weak awareness of channel flow are found.Finally,this paper proposes improvement strategies from four aspects that are introducing professional talents,focusing on timeliness,maintaining objective neutrality,and creating differentiating video from channel differentiation,so as to summarize the relevant knowledge of short video news reports in theory.In practice,it helps "we video" to improve itself,and it has a constructive effect on the other kind of video news media platforms. |
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