Research On The Communication Strategy Of Mainstream Media In The Era Of Short Video

Nowadays,with the rapid development of new media,traditional media integration has become an irreversible trend.It has become the consensus of most traditional mainstream media to make full use of their own brand advantages and resource advantages,study the characteristics of new media platform,comply with the development trend of new media,and actively promote media integration to seek their own development.In recent years,with the rapid development of short video,it has attracted a large number of young users and become an emerging traffic portal.Its wide coverage and growing influence on network users attract traditional mainstream media to enter short video platform one after another to gain traffic and expand influence.The integration of traditional media and short video is a process of progress in collision.On the one hand,traditional mainstream media are trying to adapt to the change of form and discourse form brought by short video.On the other hand,the political propaganda task of traditional mainstream media conflicts with the entertainment attribute of short video.Some short video products born in this kind of fusion and collision can directly reflect the problems of traditional mainstream media in media fusion,and have high research value."Anchor said network" is a typical representative of the development of short video news in traditional mainstream media,"anchor said network" is a derivative of the gold medal news program "news network".It not only carries the brand advantage of news network,but also innovates the way of information dissemination.Its innovative attempt on the short video platform has reference significance for other mainstream media.This paper chooses CCTV news short video program "anchor said network" as the research object,using literature research,case analysis,comparative analysis and other research methods for systematic research.One of the characteristics of this paper is the combination of case study and general description.In this paper,the anchor said that the network broadcast as a case study,the main body of its operation,communication content,communication form,operation data,etc.were studied in detail,combined with the agenda setting theory to explore what topics the mainstream media choose on the short video platform,how to improve the technical form and news narrative strategy to enhance the persuasion of the topics,and how to communicate with the traditional media Content comparison,explore the mainstream media in the short video platform communication strategy innovation.