Research On The Interaction Between The New Media Of Telecast And Its User

Under the impact of the Internet,many domestic magazines and newspapers lost their audience seriously,many paper media have closed down,and traditional TV media have also suffered a significant impact.On the one hand,the new media seized the audience resources;on the other hand,the TV start-up rate decreased,and the advertising revenue decreased year by year.The peak period of traditional media has passed.At this time,transformation is very important.Many traditional media have actively embraced the Internet and made great efforts to practice media integration.However,while some media integration has gradually deepened,some media have made slow progress.It can be said that "user" has become a key node in the media integration chain,and user-centered has also become a breakthrough point for TV media to seek transformation.The official account of the Shenzhen city channel Diyixianchang that the Tiktok fans break through 5 million,WeChat public number Shenzhen has the most influential influence,and more than 40 fans have been established.The methods and strategies behind the achievements are worth studying and exploring.This article is using content research to the official account of Diyixianchang,including WeChat and Tiktok.Its texts and videos are analyzed by random sampling.In addition,we have some deep interview to 20 fans,and understand the user's feelings on the interaction..By using Collins's theory of interaction ritual chains,we finally figure out the current situation and problems about the new media of Diyixianchang and its users.This study found that the interaction between new media and users on the first scene includes two kinds:online and offline.The interaction modes and effects on different platforms are very different:the emergencies and hot news in WeChat official account often get higher reading volume,but the high praise is often the content of "positive energy".More entertainment and Tiktok content on the platform can often be more praised and commented.Users Tiktok with different platforms are also different:users prefer to get information on official account platform,get entertainment on the platform,and get company in the community.At present,the most attractive forms for users to participate in the interaction are message lottery and voting.Many users think that the new media operators of "Diyixianchang" do not offer many interactions with users.In the end of this article,we summarize the useful experience and existing problems in the interaction between the new media and users,hoping to provide help for the development of other new media.