| In 2020,the novel coronavirus pneumonia epidemic swept the world,and was defined by WHO as a public health emergencies.Public emergencies Kwai tiktok has always been an important gateway to test the media and public opinion.During the epidemic,the traditional mainstream media played the advantage of news resources,and carried out timely and effective epidemic reports on TV,micro-blog,We Chat,clients,jitter,and fast track,so as to ensure smooth circulation of information under the public crisis.Among them,CCTV journalists went to Wuhan City,Hubei Province,where the epidemic situation was the most serious,to timely report the latest progress of anti epidemic,opening an information channel for the people of the whole country.All day long,tiktok's tiktok has been released in a short video platform with short video.Many short video videos have been released from all angles and weather.The epidemic situation has been reported in a timely manner,and remarkable results have been achieved.Based on the framework of crisis communication,emotional transmission and ritual view,this paper takes the video of the CCTV news jitter as the object of study.Through literature analysis,case analysis and quantitative analysis,the SPSS software is used to analyze the characteristics of short video content,form and emotional expression,and to explore the internal relationship between the tiktok and the communication effect.Based on this,the problems of short video of the CCTV tiktok released by the CCTV news are analyzed,the causes of the problems are discussed,and the corresponding countermeasures are put forward.The study found that CCTV news tiktok anti epidemic short video has the characteristics of outstanding science,effective information density,and emotional expression,which leads to the transmission of the empathy.However,there are also deficiencies in CCTV news tiktok in the short video report of anti epidemic: first,the short video form is single;Second,emotional expression is direct and rigid;Third,the lack of individual perspective of ordinary people;Fourth,the lack of attention to users and effective interaction.The first reason is that the traditional content production mechanism is solidified,which makes the short video form single;Second,the lack of short video thinking,do not pay attention to emotional communication skills,resulting in emotional expression directly blunt;Third,the reporting mechanism of public health emergencies is not mature,which makes the reporting perspective imperfect and lacks the individual perspective of ordinary people;Fourth,the user interaction technology is not perfect,resulting in the lack of interaction with users.For this reason,the tiktok of CCTV news can be improved from the following aspects: first,we need to improve the production mechanism of short video,realize professional production and enrich short video forms.Secondly,we should pay attention to grasp the network hot spots,cultivate short video thinking,shorten the distance with users,and let the emotion soft landing;Then we should summarize the experience and improve the reporting mechanism of public health emergencies;Finally,we need to pay attention to user feedback and establish an interactive long-term mechanism to better meet the needs of users.Key Words:CCTV news tiktok;Short video of anti epidemic;communication effect. |
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