Follow To Lead: Research On The Transformation Of Mainstream Media In Short Video Platforms

With the development of media technology and the popularity of mobile social media,short video has become the main form and channel of communication.Mainstream media realize that the integration of short video and journalism is a new way of news transmission.Tik Tok,which has the largest number of users in China and is dominated by young users,has become a new front for mainstream media to carry out integration and transformation.This study takes "Sichuan Observation",the official Tik Tok account of Sichuan Radio and Television Station,a local mainstream media,as the research object.Although Sichuan Radio and Television launched the official Tik Tok account "Sichuan Observation" late,by 2020 it has added more than 30 million followers through careful operation,and its influence has surpassed many central mainstream media,becoming an online celebrity media.Starting from the disciplinary perspectives of communication and sociology,this study uses content analysis and text analysis to analyze short video of Sichuan Observation from the aspects of content,form,interactive performance,communication data and communication effect.The study found that the content of the short videos is mainly about the social and people’s livelihood.The reporting figures are mainly ordinary people,and the coverage covers global news.And adhere to the value of guidance and public opinion guidance.In terms of presenting form,it has adapted to the mobile fragmentation,visual and musical communication characteristics of Tik Tok with short and piquant duration,concrete and intuitive video subtitles and inspiring background music.In terms of narrative style,it has the characteristics of visualization and emotion.In terms of interactive behavior,Sichuan Observation focuses on the interaction and feedback with users,creates a personified media image,and adopts the news production mode of PGC+UGC.Sichuan Observation keeps up with the integration and transformation of media technology,and continues to explore and innovate.It has formed a development strategy that focuses on people-centered content,external form of network chemistry,and personalized interactive dialogue,and has achieved great results.Many mainstream media have referenced Sichuan Observation’s development strategy.Sichuan Observation’s has gradually transformed from a follower into a leader.This paper also reflects on the problems such as public opinion out of focus,public opinion reversal,content homogenization and weak commercial liquidity in the process of Sichuan observation of development,and puts forward the direction of improvement.