| Since 2016,the short video industry has entered an explosive period,and the news media began to try to integrative develop/integrate the development with short videos.However,because the collaboration of news media and short videos is still in its early days,they lack experience and control over the professionalism of news and the entertainment of short videos,which leads to the mixed quality of short videos produced by news media,and even excessive entertainment phenomenon.,As a result,the public is not very interested in the short video new.As a representative of mainstream media,CCTV News has been successfully building its own communication matrix on the short video platform since 2019,trying to create the short video characteristics of mainstream media.Therefore,an in-depth research on the communication characteristics of CCTV News short video,an analysis of its current communication effect,an exploration of the current problems,and corresponding optimization suggestions can provide a reference for other mainstream media in the production and dissemination of short videos,thus promoting the integrative development of news media and short video.This dissertation takes CCTV News short video as the research object,takes Lasswell's model of communication and three broad categories of mass communication theories as the theoretical framework,and adopts the method of combining qualitative research and quantitative research to carry out research from four aspects.Firstly,taking the CCTV News short video samples as the representative,this dissertation summarized its communication characteristics from four perspectives:the main body of communication,content selection,video production,and distribution channels.Secondly,this research uses the questionnaire to investigate the audience's reception of the CCTV News short video and evaluate the audience's cognition,attitude,and behaviour to evaluate CCTV News short video's communication effect.Thirdly,based on the above analysis,this research summarizes the current problems existing in the transmission process of CCTV News short video.Finally,provides optimization suggestions for CCTV News short videoThis study found that the poor content production and the limited distribution channels of CCTV News short video are the key issues/problems.Therefore,CCTV News needs to improve the quality of short videos from the perspective of short video production.Also,broaden the communication channels is another way to improve the reception.On the one hand,it needs to meet the information needs/requirements of middle-aged and elderly audiences;on the other hand,more attention needs to be paid to the spread of crowds on different social platforms. |
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