| The era of mobile Internet has come.With the continuous innovation of media technology,the development of traditional media such as radio and television stations is facing great challenges.After the development of communication position from PC to mobile,traditional media still need content distribution center such as news app.How to integrate with new media and adapt to the change of media ecology as soon as possible has become an urgent practical problem for radio and television media.Provincial Radio and television media,as the traditional mainstream media at the provincial level,has the inherent advantages of professional video production and authoritative information release,and the development of mobile terminal is its internal requirements and development trend.As the flagship product of media news created by Shandong Radio and TV station,lightning news has been ranked first in Shandong media app since it was launched,and ranked first in provincial TV stations.Short video has become the main position for traditional media to compete for the right of speech on the mobile end.Through the characteristic production of short video,lightning news helps to enhance its influence and the mobile transformation of Shandong Radio and television.With the introduction of short video app by CCTV and people's daily,and the current situation that provincial TV stations are competing to promote the short video production of mobile platform,the research on the production of short video content of provincial radio and television news app can play a reference role in their own development and other provincial radio and television transformation and upgrading.Taking the short video produced by lightning news as the research object,this paper uses SWOT analysis,content analysis and text analysis to analyze the media environment,topic selection content,release frequency,report type,narrative mode,lens language,audio-visual elements of the short video from two aspects of the presentation of story content and the expression of internal logic,so as to draw the conclusion that lightning news is in the short video The characteristics of production.First of all,in the introduction part,the research background,research purpose,research methods and previous research are summarized,and the necessity and feasibility of the research are clarified.The second chapter uses SWOT analysis method to analyze the media environment of lightning news short video production.In terms of internal resources,lightning news short video production has the inherent advantages of video form,the proximity of local culture and the advantages of professional editing,as well as the disadvantages of poor brand recognition,single profit model and miscellaneous page design.In terms of external environment,lightning news short video production There are development opportunities of Internet technology dividend,scarcity of high-quality content and favorable government policies.At the same time,there are also development threats of converged news app occupying the head market,central level news app having great influence and local level news app occupying the market segments.The third chapter takes the short video samples of lightning news production as the research object,and summarizes the four characteristics of lightning news short video in the story content presentation:long tail of news topic selection,reproduction of TV programs,in-depth report of short video water test and focusing on telling Shandong stories.Among them,the long tail of topic selection is reflected in the diversification of topic selection categories,the stabilization of release frequency and the multiple perspectives of topic planning;the reproduction of TV programs is reflected in the fragmentation of long news,the expansion of radio and television IP and the activation of host IP;lightning news realizes the test of short video for in-depth report through the balanced combination of matrix holographic report and video text;Shandong story through PGC's deep cultivation of high-quality content,UGC's individual discourse expression and MCN's contribution to platform linkage realize characteristic narration.The fourth chapter uses the text analysis method to summarize the three internal logic of lightning news short video production,which are dramatic narrative,personalized narrative and audio-visual elements to promote the picture narrative.Among them,dramatic narration is embodied in the setting of suspense in the title,the use of attractive montage and the intensification of conflict by editing;personalized narration is embodied in vlog production,specifically embodied in experiential production,conversational production and anthropomorphic production;and the role of audio-visual elements in picture narration is promoted through the introduction of news scenes,the promotion of story development and the activation of emotional resonance In the aspect of realization,in the specific discussion,it emphasizes the evolution of the narrative mode used in short video compared with the traditional TV news.The fifth chapter,based on the previous discussion,looks forward to and discusses the innovative path of the short video content production of lightning news,and believes that in the aspect of realizing the brand development of short video,we should pay attention to the de TV reproduction of traditional programs,and at the same time,we should use hot events to realize the brand communication;flash news should also focus on the exclusive report through the flexible formation of the clapper group and the mobile information channel;In the future,we should pay attention to the personalized distribution of content through accurate user portraits,achieve user self-identity by creating a community atmosphere,use new technology dialectically in the spirit of journalistic professionalism,balance the form and content,and guard against visual logic overstepping news logic,Explore new ways to optimize technology costs and user experience.Finally,the conclusion summarizes the previous research results,points out the shortcomings of this paper,and looks forward to the future development of short video news. |
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