| In traditional media era,Chinese mainstream media had natural monopoly advantage in information production and dissemination channels,the public received information from a single and passive way,mainstream media dominated the information dissemination and public opinion guide,which leads the social public opinion in the process of information transmission and the natural duty of social consensus.Among them,People's Daily played an important role in inspiring social integrity and strengthening mainstream voices.With the development of the Internet and the complexity of network information,traditional mainstream media has been challenged by various private new media organizations and "we media" in the network era severely.With the awakening of civil rights consciousness and the gradual decline of information transmission power,the public are inclined to share everything that they see and hear in social media.New media has gradually become the primary source of information during social hot spots and emergencies,it is also the key channel of public opinion fermentation,occupying the dominant position in the communication of public opinion.To keep up with the trend of new media,People's Daily has carried on the Microblog,We Chat and App in order to build the new media strategy,abandon the cramming way of information's input in traditional media era one-way,trying to establish a direct link with user,to consolidate and develop the new network user to occupy the initiative of public opinion guide.But with the frequent change and upgrading digital technology,mobile phone are favored more and more,the growth of information explosion and the popularity of modern visual media technology makes the public surrounded by all kinds of public media,they satisfied by fantasy,surreal visual image,and advocated entertainment expression.Therefore,the short video platform,which contains the advantages of various communication methods has risen rapidly after its own development opportunities and become a market hotspot in recent years.Among them,Tik Tok is expanding rapidly with the resource advantage of Byte Dance,taking the lead in user scale and daily active number,becoming the top mobile application among short video software and maintaining a good development trend.In addition,with the proliferation of pluralistic consciousness in today's society and the frequent exchanges of various ideological trends on the Internet,the education structure of netizens and the network information cannot be distinguished between truth and falsehood.It makes the dissemination of public opinions faced with severe situation,the thoughts and values of the young generation will be affected inevitably.In the spread of the complex situation,mainstream media attempt to make an ongoing network transformation.Based on its political position and social responsibility for coordination and integration,mainstream media need to explain social phenomenon,ease social contradictions and guide the rational development of public opinion,the public also need a platform to discuss and integrate information,verify the authority of news.In Tik Tok account of People's Daily,which represents traditional mainstream media,the fans as well as the video playback type is ahead in the national media and has a positive effect in short video platform,then it has attracted quite a part of young users,so their communication strategy is worth to draw lessons from other mainstream media.Therefore,this article selects the People's Daily as the research object,using the content analysis,case analysis and interview,counts 803 videos from September 10,2018 to September 10,2019.According to the release time,the text content,the number of comments,the type,the hot comments and the auditory factor,etc.the firstlevel analysis category was divided to analyze the form and content of People's Daily's Tik Tok.Combined with the most popular videos and the videos in COVID-19,the dissemination effect,the role in arousing emotional resonance and guiding public opinion in hot social events and major emergencies will be understood.What's more,in order to understand the advantages and characteristics of the communication process,analyze the existing problems and shortcomings,relevant practitioners were interviewed.At the same time,the characteristics of the international department of People's Daily's Tik Tok and account of CCTV news program were understood and analyzed,and then give the feasible solutions and implementation paths.The People's Daily communication strategy can be summarized as following: using emotional interactive language close to network users,using scene images impress young users,using type of shock from microcosmic individual perspective,shaping positive events of propaganda and positive character,therefore,society positive flow can be converted to energy,social cohesion can be enhanced.It is not negligible that there are still some problems in the Tik Tok account of People's Daily,including the weakening of news,the increasing tendency of sensationalism,the superficial interaction and the lack of deep docking.As for the reasons,on the one hand,because of platform features and values orientation,content with strong emotional attract a large number of users in a short time.On the other hand,journalism is not completely changing the concept of transmission,sometimes they ignored the media habits of young users.Therefore,it is necessary to improve the deficiencies in the communication strategy of People's Daily's Tik Tok from four aspects: strengthening the construction of staff team and skill training,attaching importance to interactive feedback,cultivating systematic operation ideas,and increasing original content and critical reporting.People's Daily's Tik Tok is a new exploration and attempt of mainstream media under the trend of platform media.It uses dynamic and visual short videos to expand its users' coverage,improve its influence on young users and spread positive energy.Therefore,on the basis of statistics and analysis of a large number of data,it is of great significance for mainstream media to adapt to the new situation,grasp the dominant power of public opinion,promote socialist core values and build social consensus when study the communication strategy of People's Daily's Tik Tok. |
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