A Study Of Mainstream Media's Tiktok Account Reporting On The Covid-19

The development of technology provides a strong support for the more convenient and rapid dissemination of information.Short adaptable and fast short video has become one of the important channels for the audience to obtain information.In the 2020 outbreak of COVID-19 public health emergencies,CCTV news as one of the most authoritative media in the country,in the news report,using the short video tiktok platform to enhance the communication effect,innovate the way of public opinion guidance,played an important role in propaganda,guidance and mobilization for COVID-19 prevention and control,and has certain research value.The content analysis method is used to analyze the 440 tiktok reports of COVID-19 news's voice signal No.two.The data are divided into three dimensions:video attribute and video content.The time series are compared with each other.Then the two dimensions are divided into two categories:"communication effect" and the category of "three dimensions".Through quantitative and qualitative analysis,it is found that in the aspect of content production,the audience pays more attention to the specific measures of prevention and control,the actual effect and the government emotional mobilization,and has higher requirements for the number,frequency and even the information content of the title of the video,while the audience pays less attention to the video with special effects or entertainment.In terms of form,the audience prefers short duration videos,and does not change their acceptance of the duration because of the particularity of the event;More attention should be paid to the timeliness of information rather than the time node of release.In addition,videos with topic tags are more likely to cause interaction,while works with more pictures,subtitles and explanatory voices are less likely to participate.In short,hot information is still an important content to enhance audience participation,media agenda setting is still an important strategy to guide public opinion,and short video with obvious emotional color can strengthen public opinion guidance.Through tiktok analysis,this study attempts to provide targeted suggestions for the tiktok number of CCTV news,and also provides reference for other mainstream media to deal with public health emergencies,helping to enhance the effectiveness of the mainstream media and the ability of public opinion guidance.