| As a new form of information transmission,short video had become a common choice for the users.To seize the user's attention,the traditional media had to introduce a variety of forms into the process of communication,short video was one of them.The good utilization of short videos by CCTV News is helpful to enhance its influence in the network space,summarizing its communication style can provide suggestions for the following short video communication of CCTV News.The method was a combination of quantity and quality.In terms of the qualitative research method,firstly,the content analysis method was analyzed the short video that was CCTV News.Then,on the basic situation of the short video,including the duration,the pushing time,and the main people involved,and so on.Based on the relevant knowledge of rhetoric and journalism and communication to analyze works selected topic and the title.Secondly using comparative analysis method,the short video presents the difference between each platform is analyzed,such as length,audio,etc.In terms of quantitative research method.First,the basic analysis of the visible data of CCTV News in the Weibo,We Chat,Tik Tok and Kuaishou platforms,it is found that most of the short videos with high user participation have distinct emotional colors.Secondly,this paper uses Python to capture the comments of short video works published by CCTV News in Weibo,and combines Baidu AI to make an emotional analysis of 76903 comments.It is found that the emotional value caused by the short video works on the Weibo platform is in dynamic change,mostly positive,even if there are more negative emotions occasionally can be quickly corrected.According to the analysis,people's livelihood issues that have not been properly handled for the time being tend to cause negative comments.Festivals,typical or typical people groups,the country's equipment research and short videos showing positive emotions can trigger more positive comments.Finally,SPSS is used to validate the four hypotheses that influence the dissemination effect.It is found that the usage of network language,the content selection of the work,the presenter and the types of people involved in the video all had influences on the communication effect.Through the content analysis and effect analysis of the short video released by CCTV News,the communication style is summarized.In the dimension of positioning style,it is reflected in the promotion of the existing brand value of CCTV News and the content production by listening to the demands of netizens;In the dimension of content style,it is manifested as innovating material selection logic and focusing on multiple subjects;In the dimension of narrative style,it is reflected in bridging the gap between "officials" and "ordinary people",shaping the atmosphere of conversation;In the dimension of propaganda style,it is reflected in the excavation of core features and the integration of communication channels.The researcher is based on the current situation of the short video works of CCTV News,it is predicted that the short video application in the future will gradually stabilize and continuously lay out new media communication channels.Therefore,in the future short video publishing,CCTV News can make good use of the "fragmentation" feature of user information acquisition habits and channels,make reasonable use of emotional communication,and improve the dissemination effect of short video application in interaction with users. |
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