| The development of media convergence is the general trend of the times.General Secretary Xi Jinping has put forward clear requirements for promoting the in-depth development of media convergence and making mainstream public opinion bigger and stronger,placing high expectations on journalists and public opinion workers,and providing important guidelines for the work of news and public opinion under the new situation.Admittedly,media convergence has gained great attention in the subject of journalism,but there are few studies that analyze media convergence from the perspective of Media Situation Theory.The meaning of this research lies in promoting the implementation of the policy of Chinese socialist journalism principle and accelerating the building of new media communication mode further.With the purpose of finding a solution to the current CCTV News in the dissemination of Bilibili strategy improper authority by the challenge,and audience growth lags behind the purpose,this study adopts content analysis method,case study method,text study method and literature review method on the basis of Media Situation theory to analyze the communication subject,content,channel,audience and effect of the official account of CCTV News in Bilibili.The study found that:Firstly,in Bilibili,CCTV News is made up of people with new CCTV News media center,they fully understand and produce video,understand translation and search for the biggest,but failed to effectively undertake the important task of values.At the same time,they are lack of etiquette circle concept and have weak awareness of interaction and fuzzy positioning problems.Secondly,in terms of communication content,CCTV News communication is dominated by short videos,which have a wide grasp of themes,vivid voice,diversified video types and diversified video source structures.However,there are some problems such as improper operation of content circle,scattered content,improper classification and unreasonable structure of video source.Thirdly,in terms of audience,the users of Bilibili of CCTV News show a steady increase;The image of the user is bright,with the characteristics of being generally young,active,demanding and higher.Fourthly,in terms of communication channels,Bilibili has diverse community cultures,unique atmosphere of bullet screen,unique network of ghost and livestock video area and prominent position of CCTV News.However,the problems of CCTV News are:weak awareness of territory contact circle,insufficient use of channels and lack of internal competition.Finally,in terms of communication effect,in light of analyzing seven indicators of video playback,bullet screen and comment,the study finds that video playback and likes are the highest and stability is the highest.On the contrary,the number of bullet screen and comments are the least and the stability is the lowest,which reflects the problem that CCTV News has fake youth mode of communication.In the Media Situation Theory,Joshua Meyrowitz pointed out that the"information scene" created by media can accommodate and reject participants,not only creating sharing and belonging,but also creating obstacles and feelings of alienation.The following conclusions can be drawn:the subject of CCTV News should shape the etiquette circle,introduce young talents,strengthen the subject’s interactive consciousness,correct positioning,keep the innovation;Maintain content influence circle,give full play to the advantages of large quantity,high quality and young voice,sort out content,classify rationally,enrich video sources and increase originality;It is also necessary to strengthen the territorial circle,strengthen the use of Bilibili,improve the self-discipline of the media and correct the propagation mode of fake youth.This study enriches the existing theoretical achievements of media convergence and provides a new direction for the in-depth development of media convergence,which has theoretical and practical significance. |
PDF Full Text Request