Research On The Emotional Communication Strategy And Effect Of Mainstream Media Short Video News

Nowadays,the role of social short video platforms in the field of public communication has become increasingly prominent,and how traditional mainstream media explore the current transmission pattern of mobile short video,enhance user stickness and carry out effective communication has become an urgent issue.In order to adapt to the communication characteristics of Douyin,mainstream media Douyin adopts the way of emotional narrative.Especially,news headlines are highly emotional,so it is of great research value to understand and reflect on the role of emotion in news production and reception.Based on this,this paper takes the official Douyin account of People's Daily as the research object and divides emotions into "background affective" and "acute affective" based on the emotional analysis framework of foreign scholars Todd Hall and Andrew A.G.Ross.Combining quantitative and qualitative research methods,this paper firstly analyzes the content of the short video news of Douyin of People's Daily and summarizes its emotional communication strategies.Secondly,it explores its emotional communication effects through in-depth interviews,hoping to provide some reference for mainstream media's emotional communication research from a theoretical perspective.The study found that the emotional communication strategies of Douyin include: extended emotional expression on the basis of narrative,emotional arousal on the visual and auditory levels of the audience,constructing the national identity of the audience with background affective of patriotism and heroism,and guiding the audience's emotion with positive acute affective.The emotional communication effect of Douyin of People's Daily to its audience is reflected in the two stages of emotional awakening and emotional sublimation.In the first stage,emotional communication is conducive to the audience's cognition of information and emotional resonance.The audience can express their opinions and emotions in the comment area.In the second stage,the emotional communication of People's Daily Douyin plays a moral and emotional educating role on the youth group,and further regulates the social behavior of the audience.However,the current effect of the emotional communication mode of Douyin of People's Daily is still limited.The emotional communication practice of mainstream media still needs to continue to innovate content and form and explore new ways of emotional communication,so as to achieve a more benign and effective effect of emotional communication and give better play to the propaganda function of the party media.