| With the rapid development and change of information technology,short video is rising rapidly.With the characteristics of short and concise and rich vision,it has become a new wind vane.A number of traditional mainstream media have entered the field of short video,seeking the combination of news and short video,and seeking new development opportunities through media integration.Tik Tok and Kuaishou are the typical APP in the short video industry.More and more mainstream media are stationed in the platform.The Sichuan observation incubated by Sichuan radio and TV station is a typical example.The article takes Sichuan observation as the research object,takes the news short video released by the account from August 20,2019 to December 18,2021 as the research sample,and combs its communication content by using the content analysis method from the perspective of communication.This paper interviewed the reporters of Sichuan observation to explore the operation ideas of Sichuan observation.On this basis,this paper analyzes the communication strategy of Sichuan observation news short video from three aspects: content production strategy,user strategy and interaction strategy.In terms of content production,Sichuan observation is based in Sichuan,pays attention to the world,selects a wide range of content topics,and uses UGC to achieve high-frequency updates.In terms of user strategy,Sichuan observation reshapes the connection with users,deeply excavates users’ psychology,and seeks the best match between media resources and users’ needs.In terms of interactive strategy,Sichuan observation creates an interactive ceremony chain,and the "everywhere observation" is popular;At the same time,actively connect multiple subjects,groups and circles to realize the breakthrough of local media.Thanks to its communication strategy,the number of fans,likes and other data of Sichuan observation news short video have grown by leaps and bounds.However,there are still some deficiencies in the process of news short video communication.The authenticity of news is challenged,entertainment and emotional communication lead to the loss of focus of public opinion,the audit mechanism of Tik Tok platform has blocked the communication,the growth rate of users has slowed down.Under the tide of media integration,Sichuan observation needs to further increase the depth of news,improve the value of news,balance emotion and rationality,strengthen the layout of its own platform and incubate sub columns to promote the growth of users,and achieve good development in the second half of media integration. |
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