Research On The Communication Strategy Of Short Video News Programs In The Age Of Convergence Media ——Taking "Anchor Talk Broadcast " As An Example

In the era of Convergence Media,short video news can transmit news information faster,which is convenient for people to understand recent information and participate in hot news discussions in fragmented time.With the advent of the era of Convergence Media,the traditional mainstream news media need to open up a new situation of communication innovation in the field of new media in order to achieve greater communication effect.The update of mobile Internet technology and the commercial use of 5G contribute to the rapid development of short video platforms.With the increasing popularity of short video platforms,traditional news media have set up accounts on major short video platforms,striving to innovate popular short video news programs.One of the main problems faced by short video producers of traditional news media is how to adapt to the development trend of news communication in the new media era and how to obtain more attention resources,and how to give full play to the advantages of traditional media in news content.This paper takes the derivative program of "News Broadcast"-short video news "Anchor Talk Broadcast" as the research object,through the use of text analysis and case analysis,combs the communication strategy of "Anchor Talk Broadcast",analyzes the similarities and differences between the two programs,and explores how to transmit the views and attitudes of the mainstream media in the information complex cyberspace and on the short video platform.Through comprehensive analysis,this paper provides some reference and suggestions for the transformation,innovation and efficient dissemination of short video news in the era of Convergence Media for traditional media.The original intention of the program "Anchor Talk" is to fragment and differentiate the content of "News Broadcast" and widely disseminate it on the short video platform.The program is characterized by diverse topics,short duration,high-quality content,multi-platform synchronous updates,active interaction with the audience,and emphasis on audience feedback.It has its own unique features in news language rhetoric,images,sounds and so on.With the advent of the era of Convergence Media,the traditional mainstream news media can learn from the success of the program "Anchor Talk",conform to the trend of the times,timely change the way of news production and dissemination,and find their own way of innovation and development.