An Analysis On The Content Characteristics And Communication Strategies Of "Knews" Short Viedo

Short video has become the biggest winner of the audience's attention economy in recent years because of its fragmentation,personalized communication characteristics,strong user interaction and high participation.In order to cater to the short video wave,the major media also responded quickly,laying short video plates in the new media platform.The combination of news report and short video has become the starting point of media integration,and also provides new opportunities for the development of traditional media in the era of media integration.This paper selects " Knews" official microblog short video news from August2016 to July 2019,and randomly selects a total of 756 short video news for 42 days in constructing weekly sampling method as a research sample.From the analysis,it is found that content characteristics of "Knews",mainly reflected in four aspects: First,the topic focuses on social and traffic safety reports,the perspective of the topic sinking,the main body of the report has grass roots,in the report tends to be neutral;Second,the short video duration is basically in 0-2 minutes,the release time is concentrated in the afternoon and evening,in line with the fragmented reading habits of the audience,grasp the time law of people browsing the news;Third,the technical form is reflected in the addition of short video background music,subtitles and simultaneous elements,through background music to fully mobilize the audience's emotions,add subtitle assisted explanation screen,use simultaneous sound to enhance the sense of news scene,further enhance the audience's viewing experience,enhance user stickiness;Fourth,the stealth narrator dominates the narrative,focuses on the confrontational news facts,and adopts the narrative structure of the inverted pyramid.The communication strategy is mainly embodied in three aspects: first,technology-driven communication under deep cultivation of news and no value orientation of pan-information;second,adopting the strategy of "full-screen coverage,whole-network distribution" in the communication channel,connecting the interactive feeding between TV large screen and mobile small screen,focusing on diversified content distribution,and cooperating with Internet companies such as Sina,headlines today,Baidu and NetEase to access traffic entry and cultivate user stickiness;Finally,pay attention to brand shaping,under the general trend of audience demand refinement,meet the focus demand,do a good job of content vertical,achieve traffic value and advertising value,and its short video in different media platformcommunication are added "woodpecker" brand logo,maximizing exposure brand logo can enhance video recognition,audience recognition,enhance brand awareness.However,"Knews" also has problems such as insufficient user interaction and insignificant differences in content between channels.It can be enhanced by strengthening user interaction,analyzing channel attributes,achieving differentiated content distribution,adjusting video sound,and adapting to Internet characteristics.