Research On The Communication Characteristics Of People's Daily Douyin

With the rapid development of mobile Internet and digital technology,mobile short video has become the main form for netizens to obtain information.The most representative application in the short video industry as Douyin.Douyin has opened up new communication channels for mainstream media.Douyin has a huge user scale and high user loyalty.People 's Daily moved to Douyin in September 2018 to take the initiative to greet the revolution in the all-media era.People 's Daily hopes to occupy a new position of public opinion on the short video platform to enhance its communication.It has become the account with the most fans on the Douyin platform.A short video is a new form of news dissemination.How does People's Daily produce and disseminate content on Douyin? What is the difference between short video news format and traditional news long video? How does People's Daily interact with the audience?What other media can learn from the advantages of Renmin Ribao? At present,what problems still exist in the dissemination process of People's Daily? This article will study the spreading process of People's Daily on Douyin,and hope to provide an objective perspective for the research of academia and journalism.And provide some suggestions for the future development of People's Daily.Based on this,the author researches the theoretical framework of the “ 5W model” of communication theory,and discusses them from five aspects.One the subject of communication,People's Daily,as a professional media,controls the quality of news,with PUC as the main and UGC as the supplement for news production.In terms of content dissemination,the relationship between content and media impression is analyzed using the theory of pseudo-drama.On the dissemination channel,this article analyzes content distribution channels and promotion channels.In terms of the audience,the user's basic information is counted,and the interactive process of the audience is analyzed using the interactive ritual chain theory.In terms of communication effects,a questionnaire survey was used to analyze the effects of audience perception,attitude,and behavior.Then,it summarizes the problems in the spread of People's Daily Vibrato,and discusses the deficiencies in People's Daily in terms of content quality and innovation,channel construction,and user interaction.Chapter 5 proposes methods for improvement and optimization from the content,channels,and user operations,focusing on the optimization of content quality.The content selection is based on practicality and fun.Deeply dig out news value on products and optimize content form.People's Daily needs to look at algorithms rationally and focus on the dissemination of public information.The media should use incentives to stimulate users' secondary communication.People's Daily should use user thinking and value interaction with users.