Research On Content Production And Dissemination Strategy Of Douyin Account Of Henan Radio And TV Station Minsheng Channel

The fragmented living habits of modern society make more people choose fragmented ways to receive information,and short videos have become a popular information acquisition channel in recent years.Under the guidance of national policies,traditional media have undergone transformation and construction.From "central kitchen" to "county-level integrated media center",from "two micro-edges" to building an "all-media matrix",mainstream media are constantly exploring and adapting to the new environment.The new mode of communication allows mainstream voices to continue to spread on the "main battlefield".While central-level media are constantly building short video platforms,many provincial-level local media are also actively developing short video platforms.Local media do not have a wider range of influence and attention than national media,but they have a broad mass base in the province,and are closer to the people in the province geographically,and the brand reputation accumulated over the years can also gain the trust of the local people.Therefore,provincial and local media still have their own advantages in disseminating information.This article takes the account titled "Henan Radio and Television Minsheng Channel" opened on the Douyin platform by Henan Radio and Television Minsheng Channel as the research object,and sorts out the development of Henan Radio and Television Minsheng Channel,using case study methods,participatory observation methods,and in-depth interviews.Research on the content production and dissemination strategies of its Douyin account using methods and statistical analysis methods.High-quality content is the premise and foundation for good communication effects.The author selected the videos released by the Douyin account from July to October 2021,and from April to May in order to avoid the contingency of typical events,a total of 895 videos.videos as research samples.Combined with the 30 videos with the highest number of likes,comments,and reposts,and the videos released during the two typical events of "Zhengzhou 720 Heavy Rain" and "New Crown Epidemic Rebound" that occurred from July to October2021 This work analyzes the content characteristics of Minsheng Channel’s Douyin account in a combination of points,lines and planes.On this basis,the author conducted a three-month internship in the Minsheng Channel of Henan Radio and TV Station.As an insider,he observed,analyzed and summarized in his daily work.At the same time,he combined the text description,video duration,and release time of the sampled videos.,whether the video is original or not,and summarizes the content production and dissemination strategies of the Minsheng Channel Douyin.At the same time,he interviewed the editor-in-chief of the new media department of the Minsheng Channel of Henan Radio and TV Station,and analyzed his account communication strategy from the aspects of account operation and content control.;Conducted in-depth interviews with the editors of the new media department,and analyzed the communication mechanism of the Minsheng Channel Douyin account from the aspects of account content production and interaction with users.At the same time,it found the problems of its Douyin account and gave optimization strategies.