Research On Short Video News Dissemination Of People’s Daily’s Tik Tok

Facing the huge traffic pool of the Tik Tok platform,traditional mainstream media such as People’s Daily and CCTV News actively follow the trend of media integration,seize the opportunity of short video news dissemination on the Tik Tok platform,and explore new paths for the transformation of traditional media.The Tik Tok account of People’s Daily was launched on September 10,2018.After more than two years of exploration and development,innovative changes have been made in news content,production process,and communication methods,and significant communication effects have been achieved.The author takes the account of People’s Daily as the research object,selects 1386 short video news published within a one-year period in 2020 as the research sample,and uses research methods such as case study and content analysis to study the communication characteristics of short video news.As a phenomenon-level commercial short video social platform,Tik Tok software has obvious difference between its platform attributes and the nature of the People’s Daily.The author takes the difference as a breakthrough,and combs the development of the People’s Daily Tik Tok account,including the operation status and the motivation,advantages and constraints of short video news dissemination.On this basis,the author carried out a specific content research on the short video news dissemination of the Tik Tok account of People’s Daily from the three aspects of secondary production,new narration,and commentary feedback,and focuses on the analysis of the adjustments and changes made by the People’s Daily to adapt to the content and methods of news dissemination by the Tik Tok platform.At the same time,the author puts forward suggestions for the follow-up development of the account in response to some new problems arising from the communication process.With the arrival of the 5G era,the development of the short video industry is about to usher in the second half.For most of the media Tik Tok accounts that have entered a period of steady growth,this is both an opportunity and a challenge.Generally speaking,the Tik Tok account of People’s Daily can represent the overall development of mainstream media to a certain extent.Through related research on the Tik Tok account of People’s Daily,it can be used as a reference for mainstream media to upgrade the value of short video news content and reconstruct the discourse power of public opinion space.