An Analysis Of News Production And Communication Strategy Of "Anchor Says Network Broadcast"

Short video has become the biggest winner of audience attention economy in recent years because of its "short and vigorous" characteristics and strong interactivity.The traditional mainstream media are keenly aware of this development trend,and have laid short video news plates on the new media platform.The organic combination of short video and news has become the breakthrough point of traditional media integration,which provides an opportunity for traditional media to "open new shoots".The main content of the program is comments on hot events.The format is short,the language is in place,and the program is played on vertical screen.It is in line with the habit of fragmented reading of the public and has achieved excellent communication effect.The analysis of the news production and communication strategy of " Anchor Says Network Broadcast " can provide a useful reference for the integration of short video news production and communication and traditional media.From a macro point of view,there are three groups of relations in the production field of "anchorperson" that affect its news production: the first is the government,society and media,the second is capital,public and media,and the third is the government,media and employees.In this field,the production concept of " Anchor Says Network Broadcast " can be summarized as three aspects,that is,to establish the correct core values of the media,to bridge the party and the government with the people,and to pursue an objective and fair position.From the perspective of production mechanism,there are about ten production teams in the production process of " Anchor Says Network Broadcast ".The production process includes writing manuscripts,reviewing manuscripts,shooting videos,editing videos and publishing videos.Its content has the following characteristics: first,in terms of content theme,it mainly focuses on major issues,with positive reports in the majority,and creates the image of CCTV and the anchor in the video,reflects the national position,and stimulates the public;Two tiktok is distributed in 1?2 minutes in micro-blog and We Chat in the release time.The distribution is in 0?1 minutes,and Kwai is concentrated between 22 and 0the next day.Third,in terms of technical performance,all videos use subtitles to highlight,almost all of them are equipped with background music,and more than half of them use picture in picture to supplement the background and assist communication;Fourth,in voice,most of the videos use gestures,facial expressions and other body language,about three-quarters of the videos use network expression.Based on the above-mentioned specific field and content production,the communication strategies adopted by the anchor are mainly reflected in the following four aspects: first,deeply cultivate news,focus on news review genre,adhere to social responsibility,and do a good job in guiding public opinion;Secondly,in terms of narration,we should pay attention to hard words and soft words,combine hard words with soft words,and use micro narration to Construct Grand topics skillfully;Thirdly,in the channel,through the differential distribution,break the "circle" coverage,and connect the TV end with the network end,"big screen" and "small screen" feed each other;Finally,we should make use of the brand power and influence of "news network" and network anchor to quickly make it famous.On the whole,through the analysis of the traffic data of various platforms and the comments of netizens,the market response of " Anchor Says Network Broadcast " is enthusiastic,which can correctly guide public opinion.There are four successful experiences: first,image contrast and specialization go hand in hand;Second,contentbased and technology-based;Third,the user first,the difference dissemination;The fourth is to use the huge flow of commercial platform to distribute videos and the brand influence of CCTV news broadcast to enhance its popularity.However,in the long run,we should optimize the interaction with the audience,improve the editing quality,and adjust the wechat channel,so as to further enhance the influence of " Anchor Says Network Broadcast ".