Research On Short Video Transmission Matrix Of Mainstream Media

According to que mobile data,in July 2018,the number of active users of China's short video platform exceeded 500 million.Watching short video has become the most common and common way of information receiving and dissemination for users.Short video has become a new media form and has a profound impact on all aspects of society.Kwai tiktok based on the current news communication industry ecosystem changes,through a variety of ways to build short video channels,on the one hand,through the move to the voice,fast hands and other short video platform to expand the channels of communication,on the other hand,the mainstream media also vigorously develop their own unique short video platform.For example,"people's video","central video","our video" and other influential short video platforms have emerged successively,forming a"matrix" communication structure,enhancing the communication power and influence of mainstream media.This paper first analyzes the basic situation and characteristics of the construction of the short video matrix of the mainstream media from a macro perspective,and then analyzes the operation of the short video matrix of CCTV from a micro perspective by using the content analysis method.In the construction of the short video matrix of the mainstream media,the achievements of the construction of the short video matrix of CCTV are quite outstanding,and CCTV is a national TV media,There are inherent advantages in video production.This paper takes CCTV as an example to analyze the construction of short video matrix.Through content analysis of the operation status of each short video account,it is found that the specific operation of short video communication matrix of CCTV has the following characteristics:the main theme of short video content is to spread positive energy;the pushing time is irregular;the influence of its own platform needs to be improved.Through the author's research,it is found that the construction and operation of short video communication matrix of mainstream media has formed a relatively mature system,and achieved some communication effects,but there are still some problems.The short video communication matrix of mainstream media lacks of overall planning awareness,low frequency of account interaction and lack of content originality.In view of the above problems,the short video account operators of mainstream media can strengthen the strategic account planning,clear their own positioning,increase the theme planning of content,and attach importance to the interaction with the audience.In order to promote the healthy development of short video communication matrix of mainstream media.