A Research On The Short Video Of China's Agricultural TV Program In The Omnimedia Era

With the wide application of Digital Technology,Virtual Reality and Artificial Intelligence in the field of communication,the information dissemination has entered the “omnimedia era.”In this context,the Internet has become the main platform for media development,bringing about tremendous changes in the media industry.The traditional mainstream media is represented by newspaper and television and it is trying to break through the tradition with the aim of media integration and innovation,and one of the important aspects of media integration is the development of making short videos.Compared with the mainstream media's news short videos,it's agricultural short video started later and its development momentum is weaker.At present,the number of Chinese rural netizens is around 285 million.China's rural TV programs use mobile internet platforms to develop short videos,which is important to alleviate poverty and revitalize rural culture.Based on profound research about China's agricultural TV programs and the development of short video news at home and abroad,the author selects three TikTok accounts,3nongtv,letus17,xcjf1997,as the objects of research.The author use case analysis,content analysis,field research and personal interview,combined with PEST analysis,“use-and-gratification” theory,and the information selection probability formula to analyze the development,dissemination characteristics,and content production of short videos in TV programs.And a lot of thoughts and predictions have been made.The thesis strives to provide some reference for further study on the law of diffusion,propagation effect and specific practice of the short video in rural TV programs.In the introduction part of the thesis,it briefly introduces the research background and value of the short video in China's agricultural TV programs,current researches and research methods,and the research content and innovation at home and abroad.The first chapter introduces the reasons for the development of short videos in China's agricultural TV programs,and the external factors using PEST macro-environment analysis.The analyses of internal cause are changing media environment,the neccesarry of civilianization media image,alleviating the difficulties in the operation of rural TV programs,increasing the users arrival rate of information,and enhancing the guiding force of public opinions.The second chapter introduces the current situation of the representative TikTok accounts of China's agricultural TV programs.Based on the analysis of the respective characteristics of the three accounts,3nongtv,letus17,xcjf1997,a full sample analysis of 915 short videos in three months was carried out,and the existing problems were sorted out.In the third chapter,the author analyzed the content of the selected high-quality short videos of the three TikTok accounts,and conducted statistics on the number of likes,comments,shares,etc.,and classified the content and subject matter types.And summarize,and analyze the content presentation,visual organization and narrative characteristics of short videos from the perspective of communication characteristics.The fourth chapter focuses on the analysis of the overall shortcomings of the short video on TikTok platform of the Agricultural Science Channel.In the fifth chapter,the author has thought and summarized its development strategy,and made some thoughts on the current talent system mechanism and the dislocation of the content production mechanism: strengthen the construction of professional talent team,and optimize the short video production for the agricultural TV program.Mechanism,optimization of the short video content of China's rural TV programs,user-centric,in-depth refinement of users,and development of a diversified short video profit model.In addition,in view of the current status quo that mainstream media do not control core channels and the development of short videos is subject to the rules of social media platforms,the author suggests that mainstream media should accelerate the development and application of new business formats.In a word,the development of the short video in Chinese TV programs is a long-term and systematic process,and under the impetus of rural revitalization and building the well-off society in an all-round way,China's agricultural TV program can not only make good use of short video platforms,but also to develop their own omnimedia matrix so as to improve the effective arrival rate of agricultural information and the effectiveness of the agricultural information dissemination,which is also the responsibility of the mainstream media and contributes more power for China's economic and social development.