CCTV News Tiktok Research Under The Background Of Media Convergence

The development and innovation of network technology has changed the content production of the media.Users' content browsing habits are gradually transiting from graphics to video,showing obvious characteristics of scene and fragmentation.As a new form of media,short video is more and more popular with the audience and media platform,and is gradually changing the way of news,information and information expression.In the new media environment,the mainstream media use advanced media technology to constantly innovate the reporting form and promote their own transformation and development.As the most important current affairs program in China,CCTV News has been playing the role of transmitting the main theme and guiding the direction of public opinion.With the change of communication ecology and public opinion environment,CCTV News actively adjusts and changes to maintain its due influence,credibility and guidance.The CCTV News Tiktok officially created in August 24,2019.As the end of 2020,the total number of fans was 2880 w,tiktok exceeded 200 million,becoming an excellent representative of the mainstream media short video.Take Lasswell's 5W theory as a research framework,the Media Convergence theory runs through the research of this article.Content analysis and case analysis are used to comb the main body,channel,content,audience and effect of the short news video.Then this article summarizes the characteristics of the CCTV News Tiktok in the process of dissemination under the background of media integration,and explores the specific problems and solutions of the account in the process of communication.This article points out the specific problems and causes of the CCTV News Tiktok in terms of content,technology and audiences.CCTV News Tiktok shows specific problems in content,technology and audience,and pose the following countermeasures: to be a leader of mainstream public opinion,a producer of high-quality content,a media technology applicator,and a listener of audience needs.It is hoped that mainstream media short videos represented by the CCTV News Tiktok can continuously optimize the content of the communication and enhance the effect of the communication.And it can guide the mainstream values of the network platform under the fierce competition in the short video field.