Research On The Propagation Characteristics Of Douyin Short Video In People’s Daily

With the development of media integration and the change of users’ reading habits,short video,as a new way of information dissemination,caters to the current user’s information consumption habits.In the field of news dissemination,traditional media has noticed the characteristics of short video fragmentation,rich content,and strong dissemination,and began to produce and disseminate short video news,and regards short video news as an important strategic direction for the development of news media.In2018,Douyin became a new platform for the release and dissemination of government affairs and media information.Among them,"People’s Daily" entered the Douyin platform on September 10,2018 and released the first short video.It quickly accumulated a large number of fans and gained a considerable number of fans.The number of broadcasts,the number of fans and the number of broadcasts all rank first in the vibrato media number.As an emerging form of communication in the field of news communication,how does the traditional mainstream media "People’s Daily" use the Douyin platform for short video news communication? What significance does the People’s Daily Douyin short video news dissemination have for other traditional media development? The purpose of this article is to analyze the characteristics of various links in the short video transmission process of Douyin in People’s Daily,and at the same time,it is expected to provide useful experience for the development of short video news in the news media.The thesis first defines the research object,and associates the development of short video news in China with various development nodes in the context of media fusion,and sorts out the context of short video news from exploration to the development stage.On this basis,with the help of the classic theory of communication "5W" model as the theoretical framework of the article,the research method combines quantification and qualitative,respectively,from four aspects of the "People’s Daily" vibrato short video transmission characteristics Expand the discussion: In terms of the main body of the communication,expand the discussion from the four perspectives of brand advantage,talent team,high-quality resources and user participation;in terms of the content of the communication,use the content analysis method to collect and organize the short video of the "People’s Daily" vibrato,From the perspective of content selection,reporting perspective,value orientation and narrative changes;in terms of production characteristics,the vibrato platform is used as a communication channel,combined with platform characteristics,from the news screen selection,music rendering emotions,special effects editing techniques Highlight the four aspects of visual expression and short duration,and summarize the outstanding characteristics of the production of the Douyin short video of "People’s Daily";in terms of user characteristics and communication effects,the questionnaire survey method is used to separate the user’s basic information,participation behavior and participation motivation.Overview of user characteristics,and then from the cognitive,attitude and behavior layers Summed up the dissemination of results.Finally,on the basis of case analysis,it summarizes the revelation of the short video of Douyin from People’s Daily to other news media to realize the new type of information dissemination through Douyin.