The Agenda Setting Research About Mainstream Media Having TikTok Accounts

In recent years,the short video industry has shown a vigorous development trend.As a new form of media,short video adapts to the audience's "fragmented" reading habits with its short,sophisticated,easy-to-operate and easy-to-disseminate traits.Also provides a new form of communication for mainstream media.In these few short years,tens of thousands of short video applications have spewed out.TikTok became the most popular short video social software in China.Mainstream media have seized this opportunity to settle in TikTok,and want to stick to the position of public opinion in the field of short video.Through the agenda setting function,they can express their own voices and guide online public opinion.Under different media ecological patterns,agenda setting presents different operating modes.The mode of agenda setting for mainstream media having TikTok accounts is not one-way inculcating setting in the original traditional media era,but interactive agenda setting with the audience.Not only can the audience express their attitudes at any time according to the content released by mainstream media having TikTok accounts,but they can also set their own issues.Even some personal agendas with special attributes can counteract mainstream media having TikTok accounts.In this interactive mode,what kind of agenda will be set by the mainstream media having TikTok accounts to guide the audience,and what kind of relationship exists between different agendas and the interaction of the audience,these questions have caused the author to think.Based on the above problems,this article first analyzes the mode and changes of mainstream media agenda setting on the TikTok platform,and prepares for the following research;then selects the most representative he People's Daily TikTok Account in mainstream media having TikTok accounts as the research The sample,through content analysis,found that the overall characteristics of its agenda setting are wide-ranging and close to the life of the audience;adhere to the correct public opinion orientation and spread positive social energy;focus on the fragmentation of short videos,the entry point of the issue becomes smaller;rely on its own party newspaper Resources,less attract Internet users.Then we analyzed whether there is a relationship between the different agendas and interaction effects of the People's Daily TikTok.The data found that short videos of sports topics,short videos with negative tone of push,and short videos with content derived from netizens have betterinteraction effects.,And then further analyze the reason why the related short videos can get better interaction;finally,based on the analysis and summary of the previous article,I proposed the optimization thinking of mainstream media agenda setting.