Research On Operation Of Tik Tok News In Urban Newspapers

With the advancement of mobile internet,the rise of social video platform has guided the turn of video-oriented,besides traditional media have stepped up the strategic layout of mobile video.Short video has become another trend of transition for urban newspapers,which is in succession to “Liangwei Yiduan------namely weibo,wechat and news clint”.By the end of 2020,the daily number of activists of Tik Tok platform has already exceeded800 million,which gets the upper hand in the competition pattern of short video industry in China,and social video has become the most important part of urban newspapers in the layout of short video platform.At present,the accounts of urban newspaper have shown a promising development,and ti is regarded as an important supplement to the grand narrative,becomes the strong producer team in Tik Tok news.Through macro-understanding of urban newspapers and micro-analysis of typical cases,this paper mainly stuides the development trend,demand and brand construction of the accounts related to urban newspapers,as well as the demerits of short video news,aiming to put forward valuable operation strategies to help urban newspapers to achieve sound development.The first chapter of the paper expounds the transitional history of urban newspaper in the process of melted media,and summarizes the characteristics of current urban newspapers so as to list some of urban newspaper that is still in operation in China.This paper makes an overall grasp of its operation on the Tik Tok,and analyzes the relevant development trend of urban newspaper that is changing itself into the short video news.The second chapter of the paper takes Xin'an Evening News,the provincial urban newspaper of Anhui,as the case study.Xin'an Evening News' s number of fans rose 600000 in three months,and popular short video appeared one after another,which was outstanding and typical in urban newspapers in the transition period.The paper summarizes its news development on the Tik Tok as well as the brand construction of video news,which are both combined with in-depth interviews with several leaders of video department,and based on the on-the-spot observation and internship in this agency.To find the Xin'an Evening News Tik Tok operating results by leaps and bounds.And this paper also studies the transitional demand of urban newspaper with the method of literature research.Through quantitative analysis,the third chapter codes and counts 234 Tik Tok samples from official Douyin account "Anhui Network" of Xin'an Evening News in three months,analyses its news morphological characteristics on the Tik Tok platform.The features and problems of its short video news are also expounded.In Chapter Four,based on the above analysis of the development trend and demands of urban newspaper and the shortcomings of Tik Tok short video news of Xin 'an Evening News,some operational strategies are proposed for Tik Tok short video news of Xin 'an Evening News,which provides certain reference for the development of urban newspaper in Tik Tok short video news broadly and detailly.