Research On Issues Appearance And Optimization Paths Of The Tiktok Account For Huaibei Media Center Under The Background Of Media Convergence

With the popularization of mobile intelligent terminals and the development of mobile communication technology,it has greatly changed the content production mode of media and the information receiving habits of users,and laid the foundation for the rise of short video in recent years.Short video is attracting massive users with fragmented information acquisition and scene based information presentation,and the most typical one is the tiktok.As a social short video mobile platform,tiktok has been popular among users and media since its online application,and has become the fifth non-game application that reaches 3 billion downloads.Under the background,the mainstream media began to attach importance to the new form of short video transmission,and promote the process of media convergence by entering into tiktok platform.As a municipal mainstream media,Huaibei Media Center has always undertaken the important task of guiding local public opinion and disseminating mainstream values locally.In the process of integration and upgrading with new media,Huaibei Media Center has always attached great importance to the use of short video as a communication form to enhance its influence and competitiveness.The paper taking Huaibei Media Center tiktok account as a research case,summarizes the development of short video communication of mainstream media,and analyzes the external and internal reasons for mainstream media entering tiktok platform.The research framework of this paper refers to Laswell’s "5W" mode of communication,that is,who,says what,in which channel,to whom,with what effect,combined with the background of media convergence,this paper adopts content analysis and case analysis to analyze the Huaibei Media Center tiktok acount,summarizing the characteristics of issues appearance of Huaibei Media Center tiktok account in communication,explore the specific problems in issues appearance,and put forward optimization paths.Through this study,it is expected to bring some operating inspiration to other tiktok account of mainstream media like Huaibei Media Center,by strengthening interaction with users,innovating content production and adapting to communication rules of the platform,the communication effect of tiktok account of mainstream mediahorn can be improved,and firmly control the right to speak on the Internet.