Research On The Communication Characteristics Of Political News In The Era Of Vertical Screen

As we all know,political news is hard news that related to national economy and people's livelihood,and it also is closely related to people's lives.However,this kind of news is often serious,boring and lack of interest,it is difficult to effectively capture the attention of the audience.Internet technology also provides people with the possibility to freely choose information access.Current political news audiences are gradually decomposed and diverted by new media,and the tra nsmission rate is greatly reduced.In order to change this situation,the traditional media,which mainly disseminates current political news,needs urgent innovation and has embarked on a path of change.In a fast-paced life,people have gradually developed a fragmented,fast-food reading habit.Therefore,short,intensive and entertaining short videos have become the most popular form of in formation transmission.With the rapid advancement of mobile internet and the widespread popularity of smart mobile terminals,short-format vertical video that can better adapt to the screen shape of mobile phones is gradually emerging,and the inherent transmission pattern of the traditional horizontal screen is broken.The media industry was affected,and one after another began to think about how to change from "horizontal" to "vertical" communication.The CCTV News New Media Center's "Anchor Talking Hookup",launched on July 29,2019,is a short video column with short videos in vertical format as the main form of communication and current affairs news as its main content.Once the program was broadcast,it caused a lively discussion among the audience.To a certain extent,"Anchor Talking Hookup" is a meaningful attempt to transform and disseminate current news in the vertical screen era.Therefore,the analysis and research based on "Anchor Talking Hookup" is helpful for summing up the CCTV news's experience in seeking the integration and dissemination of current political news in the vertical screen era,and provides reference for other traditional media.By discussing the definition of vertical screen short videos and current political news,as well as their respective developments and status quo,we can understand that the combination of current political news and vertical short videos has become a new trend of traditional media integration and dissemination.The anchor said that "Hookup" is a typical product produced by this trend.In order to summarize the experience gained during the dissemination of "Anchor Talking Hookup",this article uses comprehensive literature analysis,case study method,participatory observation method and questionnaire survey method to guide the Harold Lasswell "5W" model of the classic theory of communication in the following,we will take "anchor talk hookup" as the research object,and carry out detailed analysis and research from the five elements of communication subject,content,channel,audience and effect.In the dissemination process of "Anchor Talking Hookup",based on the content production model of PUGC,with the professional support of the main creative team,it created a personified image of the anchor in front of the camera,and used the star effect of the anchor.Attract audience attention for the show.In the dissemination of content,change the narrative method,use a lot of online phrases or sayings to shorten the distance with the audience,and add background music in a timely manner to render the atmosphere and stimulate the audience to resonate.At the same time,a multi-platform distribution form was used to construct an all-media communication matrix,targeted at the younger generation of audiences for targeted communication,meeting the information acquisition needs of the audience,and achieving good communication results.The CCTV News "Anchor Talking" column has a certain reference significance in the dissemination of the experience,which can provide some inspiration for other traditional media when conducting current political news dissemination.In the new era,the dissemination of current political news should actively integrate science and technology,make full use of new media technology to expand communication channels,and build a professional news production team,focus on deepening the content of news,change the language of communication,stimulate audience resonance,and actively guide public opinion.Always uphold journalism professionalism,we must not only meet the needs of the audience,but also grasp the "degree" to promote the spread of mainstream values.Based on this research,I hope to contribute a modest contribution to the dissemination of political news in the vertical screen era.