| With the rapid development of new media technology,the development of traditional mainstream media has been impacted,which is mainly reflected in the decline in the influence of mainstream media,the loss of audiences,the reduction of platform advantages in the development of the media industry,and the sharp decline in the main advertising business.In this context,the 2014 "Guiding Opinions on Promoting the Integrated Development of Traditional Media and Emerging Media" put forward for the first time the top-level design goals for the development of mainstream media,that is,to emphasize the cultivation of Internet thinking,and to build a group of powerful,credible and influential new mainstream media.On January 25,2019,during the 12 th collective study of the Political Bureau of the CPC Central Committee,Xi Jinping emphasized the need to actively develop four full media,namely full media,holographic media,full media,and full effect media.The omni-media form includes two micro-ends and various video platforms.The new form of communication also makes mainstream voices ubiquitous,which is also the embodiment of the ecological integration of the new mainstream media.Under the guidance of policies,traditional TV media are constantly innovating new ways of expression.More and more media are actively expanding their content platforms and actively adapting to the current mobile and fragmented era through the combination of large and small screens.With the advent of the era of convergent media,traditional TV media has gradually embarked on the development path of media integration under the influence of digital technology.TV media has gradually realized the blending and smooth transition of the old and the new in form,and exerted its own resource advantages and professional advantages.,its development has also entered a deeper level of media integration.In the process of media integration,only Internet thinking is not enough.It is also necessary to integrate Internet thinking into practice.By breaking down the barriers between internal media and realizing the integration of different media,how to play the core role of new media in the process of media integration? Promoting the penetration of Internet thinking into practice has become the next issue for TV media to think about.With the rapid development of new media technology and 5G technology,traditional media are actively speeding up their transformation and intensively cultivated in the field of short video.The narrative method based on graphic and broadcast,through the transformation of its own production concept and production method,realizes the whole process transformation under the multiple drives of technology,content,platform,and audience demand,in order to seek greater development space.Sichuan Watch Douyin is one of the representatives.As a product of TV stations actively promoting media integration,after entering the Douyin short video platform,with its humorous,funny,and down-to-earth image,it quickly became popular on the Internet platform,and currently has more than 4,700 10,000 fans,ranking third among all media short video accounts,becoming an excellent case of TV media transformation.This article takes the Sichuan TV Douyin account of Sichuan TV station as an example,and combines the theory of use and satisfaction,Goffman's drama theory and related communication theories to sort out the operation characteristics,communication difficulties and development strategies of the Sichuan Douyin account for TV media.Provide suggestions on the realization of short video transformation under the background of media integration,analyze and solve the difficulties encountered by TV news in the process of short video transformation,and provide a new reference point for TV media to realize public opinion guidance by leveraging the short video platform. |
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