| Since the 18 th National Congress of the Communist Party of China,General Secretary Xi Jinping has pointed out that focus on telling the China story and disseminating the voice of China,so as to create a favorable media environment for realizing the Chinese Dream.Under the new era background and communication environment,mainstream media are also constantly exploring innovative story-based communication paths.Short video,as a flow outlet,has attracted the attention of mainstream media and injected new vitality into its innovative development.To make short video news bigger and stronger has become one of the important strategies for story-oriented communication of mainstream media.The rise and prosperity of the short video platforms represented by Douyin has not only changed people’s information consumption habits,but also brought about profound changes in the way of news transmission.As the first big party newspaper the People’s Daily,has a its own unique advantages and powerful influence,brand,as the country’s most influential mainstream media development,the transformation of People’s Daily and the trill,published since 2018,the first short news video,in more than two years of development,has formed its own propagation characteristics,It has won fans’ continuous attention,thumb up and sharing,and its influence ranks among the best in similar short videos.This paper makes an in-depth study of the news short video of Douyin of People’s Daily and explores its exploration and innovation in the story-oriented dissemination of short video.This paper is mainly divided into four parts,the advantages of story-based communication are analyzed in the first part,and on this basis,the necessity of story-based communication of People’s Daily Douyin’s short video news is discussed.On this basis,the second part focuses on the detailed analysis of the characteristics of the story-driven communication of Douyin in People’s Daily from three aspects: news content,news structure and communication skills.The third part reflects on the existing problems of the story-based communication of Tik Tok of People’s Daily,and the fourth part discusses the optimization strategies to deal with relevant problems.It points out that while giving full play to its communication advantages,Further exploration should be made in innovating the transmission power of mainstream discourse,improving the quality of news content,and striving to present the whole real world. |
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