Research On The Content Of Popular Short Videos With More Than 1 Million Likes

With the rapid development of mobile Internet and the popularization of mobile intelligent terminal devices,short video,as a new medium,has gained broad development space.The short video platform represented by Tiktok,with its "short,flat,and fast" characteristics,has quickly become another "window" in the Chinese social media field,which not only brings great convenience for people to obtain news information and leisure entertainment,but also provides new opportunities for the mainstream media to improve their communication and influence.As the typical representative of traditional mainstream media in the short video area,the People's Daily "Tiktok" is a great practical significance in studying its short video content production and communication mode.In this paper,takes the TikTok account of People's Daily as the research object,and selects 282 short videos with more than one million likes released from September 10,2018 to September 10,2019 as the research sample.By using the methods of literature research,content analysis and case analysis,and combining with PEST analysis theory,carnival theory and "use and satisfaction" theory,this paper makes an in-depth discussion on its content and communication form.First,it analyzes its development status,advantages,and future development trends from the aspects of politics,economy,society,and technology.Secondly,from the aspects of fans quantity,content duration,praise quantity and comment quantity,the basic situation of research sample data is analyzed,and the type of short video subject matter,narrative features and presentation forms are analyzed.The analysis found that TikTok account of People's Daily focuses on the mining of military and police,social hotspots,big country images,warm stories,and government affairs and people's livelihood in the type of short video theme.In terms of narrative features and presentation forms,content mining has the characteristics of fragmentation,civilian narrative and emotional expression,and pays attention to the first perspective and scene presentation,and delivers positive energy to the society is one of the major features of its content.Based on the necessary analysis of the short video content,this paper discusses the reasons for the high praise of its works from theperspective of users,and finds that the audio-visual carnival caused by the era of new media and the "use and satisfaction" of users for information in the era of fragmentation are the important reasons for its high user participation.The concept of people-oriented content production narrows the psychological distance with users.Finally,it points out that there are some problems,such as the lack of content innovation,the obvious tendency of sensationalism of some content,and the dilemma of voice transformation.According to the characteristics of short video communication and the content characteristics of mainstream media,it puts forward specific countermeasures and suggestions,that is,the content should be oriented to meet the information needs of users,adhere to the narrative concept of civilians,life and objectification,and attach importance to social relations value,enhance content affinity.This study hopes to provide theoretical reference for mainstream media to realize new information dissemination and public opinion guidance by using Tiktok short video platform.