On The Niche Of Short Video Column Operated By Traditional Newspaper

Under the wave of short video development,this paper attempts to explore the development of the traditional paper media short video news media niche.Taking "We"in " Beijing News" as an example,from the perspective of media ecology,analyze the communication ecology of "We" in "Beijing News",take the research of user needs as the innovation point,and provide reference opinions to realize the media niche balance for short video of paper media.The research covers six major sections.The introduction mainly introduces the background of the research,the significance of the research,and the innovation points,and summarizes the related research on media ecology,media niche and short video news.The first chapter is the analysis of the niche of traditional paper media short video news,expounding the original ecology of the traditional paper media to develop short video news,the internal ecology of communication,and the ecological conditions outside the communication,for the later study of the "We" in "Beijing News".The second chapter is a detailed analysis of the "We" video,from the content niche of the "Beijing News",research on content production,channel distribution and matrix sub-column content.The third chapter analyzes the niche of the "We" video users in "Beijing News",including the audience status and audience training.The fourth chapter starts from the needs of the audience,researches the "satisfaction utility" niche of the "We" video in "Beijing News",and uses SPSS analysis method to present the demand and satisfaction of "We" video audience from three dimensions:age,gender and knowledge level.The fifth chapter discusses the balance and development of the traditional paper media niche with the "We" in "Beijing News".This article starts from the content and user,and puts forward the opinions of precise positioning and expanding user groups.Based on the above research,this paper proposes planning suggestions for the balanced development of traditional paper media niche from the content and user dimension,and hopes to help the research of traditional paper media short video news.