Research On The Operation Strategy Of Taiwan Related News In Tiktok

Thanks to the rapid development of new media,short video has become an important medium for carrying information,providing a direction for the transformation of traditional media.Southeast TV news program “Straits Shinkansen” seized the opportunity to develop Taiwan-related short video news.In more than two years,the number of fans of the Tiktok account of Straits Shinkansen has grown rapidly and it has become a leader in Taiwan-related news in Tiktok.This paper explores the development of the Tiktok account of Straits Shinkansen in Taiwan-related news,examines its operation strategy in four aspects: content,subject,channel,and users,analyzes shortcomings,and puts forward feasible suggestions for improvement,offering thoughts for its further development,as well as lessons for the development of Taiwan-related news short videos and communication to Taiwan.On the basis of field investigation,combined with emotional communication theory,this paper studies the operation strategy of the Tiktok account of Straits Shinkansen through comparative analysis and content analysis.This paper finds that,in terms of content,the Tiktok account of Straits Shinkansen mainly focuses on political theories content and current affairs news,obtains materials from multiple sources,attaches importance to short content,and frequently publishes works.The Tiktok account of Straits Shinkansen creates widescreen materials for second time,adapts to vertical transmission,uses captions to innovate news expression,and uses key frames and special effects to improve the viewability;makes the headlines and subtitles eye-catching,presents the headlines in a spoken language,uses hashtags to create a brand and expand the scope of communication;focuses on political and military conflict events,stimulates the audience’s emotions,clarifies the emotional attitude,influence the audience’s emotional direction,and uses background music to further enhance the content emotion.The Tiktok account of Straits Shinkansen makes progress with the help of Southeast TV news program “Straits Shinkansen” uses core resources to build competitiveness,relies on the professional operation of the fusion media team.At the same time,the Tiktok account of Straits Shinkansen brings the audience closer through personalized expression,providing users with news and information,in-depth observation and interactive discussion platform.This paper finds that the content of the Tiktok account of Straits Shinkansen is not very original,and the homogeneity is obvious.The verticality of the content is affected by the promotion and publicity task.It lacks user operation,and emotional expression is excessive.Its persistence in professional operation,content safety and self responsibility for its own profits and losses are the effective experience and enlightenment for its successful operation.This paper finds that the content homogeneity of the Tiktok account of Straits Shinkansen is more obvious,the content verticality is affected by the promotion and publicity tasks,lack of user operation,and excessive emotional expression.This paper suggests that the Tiktok account of Straits Shinkansen can further improve the originality of content,make rational use of emotion,strengthen user operation and try to integrate resources to create a channel video app.