A Study Of The Evaluation Model Of Mainstream Media's Short Video Accounts' Communicating Contents ——Applied In 7 Mainstream Media's Douyin Accounts

Along with the development of mobile Internet,short videos have entered the public view and become an important way for online media users to obtain information by virtue of fast dissemination and cost-effective.At the same time,the commercial short video platforms are growing strongly,such as Douyin and Kuaishou.They attract a large group of audiences,and a large and stable group of users are formed in the platforms.Mainstream media shoulders the important responsibility of releasing authoritative information and transmitting mainstream values.Facing the migration of audiences,mainstream media at all levels have actively responded by entering the short video platform.In such new scenario of communication,facing the multiple challenges of media technology change,ideological and cultural stirring,and user demand expansion,mainstream media should always optimize the communicating content in order to continue to win the audience's attention in the new media environment.Through the Delphi method and analysis hierarchical process to establish the evaluation model of mainstream media's short video accounts' communicating contents,and examine the communicating content of outstanding mainstream medias' short video accounts,can clarify the needs of short video media users,summarize the beneficial experience of outstanding accounts,provide a specific guidance of optimizing the communicating content for the other mainstream media's short video accounts.In the establishment of the model,firstly,the evaluation indicators were initially formulated through the study of historical literature and the consultation of expert opinions,and all indicators were screened and tested by the quartile method and the averaging method to finally determine the formal evaluation indicators.Then,in accordance with the requirements of hierarchical analysis,the established indicators were divided into a hierarchical structure,experts were invited to score the importance of each indicator according to their own experience,and the weight values of each indicator in the model were finally determined according to the scoring results.In the application of the model,seven mainstream media's Douyin accounts were selected as evaluation objects based on different factors,such as scale,location,and category.Users were invited to rate the accounts based on their actual perceptions and rank the presentation of mainstream media accounts by TOPSIS.Through the study,it is found that mainstream media need to optimize the communicating contents of their short video accounts in a number of ways.Firstly,the mainstream media should focus on hot topics that the public concerned,choose more interesting news topics,and carry out communication activities through the form of edutainment.Secondly,it should also focus on the internal logic of news videos,promote the popularization of news language and enhance the readability of news products.In addition,mainstream media should continue to deepen their understanding of the online communication form and the short video media form,keep up with the pace of new media information dissemination,ensure the timeliness of news products,pay attention to the role of subtitles and copy to explain the news content,ensure the coherence of video news images,and reasonably use simultaneous sound to enhance the authenticity and persuasiveness of news reports.Based on the evaluation of seven Douyin accounts,it shows that authenticity and timeliness are the basis for news media attracting audiences' attention.In the future,in the process of building short video accounts,mainstream media need to focus on improving the capacity of public opinion guidance,creating interesting and functional news products,and spreading values with the way that users can easy understand and accept.Also,it is necessary to effectively enhance the service ability of the media,such as pay attention to user needs,focus on the hotspots of people's livelihood,and ensuring to perform the social watch function.Meanwhile,mainstream media should also reinforce Internet thinking,meet the style of short video platforms,maintain the interaction with audiences,stick to produce high quality news while achieving user accumulation,continuously improve mainstream media's capacity of communication,influence,guidance and credibility.