CCTV Current Affairs Micro-video Theme Publicity Strategy Research Report

It's only two years since current politics micro-video took root in the media,but the two-year development has become a climate,because it not only upgrades current politics news from 1.0 version to 2.0 version by micro-video,but also provides a way for traditional media to do current politics news.The most important thing is to grasp the hearts of post-80s,post-90s and even post-00s with a younger attitude.This gives rise to the opportunity for this paper to study the hot phenomenon of current politics micro-video.Therefore,this paper chooses the mainstream media CCTV new media client current politics micro-video group to conduct a two-week research activity.The reason for choosing CCTV is that,first of all,the mainstream media has the responsibility of undertaking major political propaganda themes and have more experience in propaganda themes.Secondly,as the mainstream media of our country,CCTV has incomparable abilities and qualifications in the production of current political micro-videos.In addition,CCTV's current political micro-videos team has formed its own unique production methods for mass production of current political micro-videos,and how to shape the image of the characters in the theme and create deeper thematic propaganda,which are worthy of further exploration in this paper.What we dig and study is also what other media have learned.On the basis of sorting out relevant research and theory at home and abroad,this paper conducts in-depth interviews with four senior directors of the 1 108 group of CCTV's new media client's current politics micro-video,and random chat interviews with three directors,so as to understand some general situation of CCTV's current politics micro-video.After getting CCTV's current politics micro-video works for nearly three years,the content analysis is carried out.Fifteen questions are analyzed from the content information presented in the current politics micro-video reports,the characteristics of the content expression form of the second politics micro-video,and the main intention of the third politics micro-video contents.The following chapters are formed.The first chapter is an introduction.From the research background,research significance and research of this paper,the first chapter is an introduction.Statements are made on the current situation,research objects and methods.The second chapter is about the overview of CCTV's current politics micro-video,the concept and type of current politics micro-video,the content analysis scheme of current politics micro-video,and the content combing of the analysis results.The third chapter is the focus of this paper,and also the value of the full text.That is how CCTV current politics micro-video finds the incision under the prescribed theme action to create phenomenal current politics micro-video works.In this regard,this paper grasps from the perspective of current political micro-video theme publicity,what is the theme publicity,the narrative methods and visual factors currently used by CCTV in the theme publicity,and the marketing logic used by CCTV current political micro-video in the theme publicity,in-depth analysis,and get some data support.Chapter IV,combining in-depth interviews and content analysis,this paper attributes the limitations of current politics micro-video in thematic propaganda to such problems as short-term and deep difficulty,solidification of prescribed actions,single thinking and technology,in a dittion to it,dependence on Mainstream Video Platform.Some of these limitations are hard to change in the system solidification,and some will be optimized in the near future.After sorting out the current situation,value and limitations of CCTV's current politics micro-video in thematic propaganda,this paper prospects the future trend of current politics micro-video in the fifth chapter.According to in-depth interviews and content analysis,there are three trends:one is to reproduce the propaganda theme through small incisions,the other is to rejuvenate the current politics micro-video,Thirdly,the collision between creative stream and technological stream is lively.Fourthly,vertical columns will be precisely subdivided and branded.Finally,this paper hopes to offer some good suggestions for other media in making current affairs micro-videos,and make the maximize significance of this research.