Research On The Development Of Traditional Mainstream Media Short Video In The Context Of Media Integration

The development of media technology and the popularity of mobile social media make short videos become the main communication form and communication channel now.Mainstream media realize that the integration of short video and journalism is a new way of news dissemination,and mainstream media start to build their own short video platforms or lay out in other commercial platforms,Racer platforms become new positions for mainstream media to carry out integration and transformation.Under the background of media integration,the characteristics of mobile short video fragmentation,low threshold and strong communication effect make it the most suitable carrier to record the life of Chinese public.The development of the mobile Internet has driven the number of short video users to rise,and has far exceeded the number of long video users,short video has become an important contention point for Internet companies,and has also become a key breakthrough for traditional media at the important juncture of media integration in the current period.The author selects “Yu Video” of Dahe newspaper as a research case,focusing on practical investigation,supplemented by in-depth interviews and case analysis,and strives to show the ecological environment,realistic path,basic dynamics and future trends of traditional mainstream media transformation from two dimensions of history and reality,and two perspectives of achievements and problems,and to make a comprehensive analysis of the optimization path of traditional mainstream media short video The optimization path of traditional mainstream media short video communication strategy is explored in all aspects.With the current technology,market and policies at all levels,it is a trend for traditional mainstream media to change their development methods and further combine with mobile short video.In this paper,I take “Yu video” as an example to consider the current situation,problems and strategies of traditional mainstream media in the important stage of media integration,using mobile short video as a breakthrough in communication.I found that the identity of traditional mainstream media short video has been converted,the former traditional mainstream media focus more on the authoritative transmitter or propagandist identity,while the traditional mainstream media short video focus more on the correct opinion guide identity;whether it is self-built platform or in the commercial platform,the traditional media short video content interface design and column settings are to meet the needs of users;short video specific content Although most of them are simple copies and transfers of TV media content,but also note the content reporting authority and emotional blend,easier to convey positive energy;content narrative editing and narrative more lifelike,easier to cause emotional resonance,for the majority of users immersive experience gradually improved,the overall aesthetic orientation conveys the beauty of mainstream values and the true beauty of life.I found that the mainstream media short video communication has been developed to a certain extent,has formed a more mature system,but there are still some urgent problems to be solved.Traditional mainstream media short video lacks overall planning,and there are problems in content originality,especially the social interaction frequency of the account is quite low.In response to the above problems,mainstream media short video account operators need to start from the overall strategy,strengthen the original production of short video content,and strengthen the interaction between users.In this way,to promote the benign development of traditional mainstream media short video under media convergence.