Research On Content Production And Communication Of Tik Tok Account "Nanyang Online"

Media convergence is a hot topic closely related to the development of the media industry.It is one of the important topics in the era of mobile Internet.Tik Tok is now expanding to the depth of the media convergence.The rise of the short-form video platform represented by the jitter has made the media of various levels enter the platform.The official website of Nanyang,the "Nanyang Online",has been stationed in the Tik Tok platform at the end of 2019,enjoying the early bonus,and realizing the whole staff’s participation in the operation of the jitter by the innovation of the system and mechanism,and has accomplished the primitive accumulation of fans.By the end of the first year in Tik Tok,the number of fans was exceeded 10 million.Through quantitative analysis and qualitative research,we have analyzed the "Nanyang Online" has several features.The duration of the short-form video is within 15 seconds.The logic of content production sinks and pays attention to emotional communication.The main content comes from the network.The main content is mainly funny and entertainment.The fans are mainly middle-aged and elderly people,and the regional distribution of fans does not form an agglomeration effect locally.The non-rational trend of user comments is obvious,and more attention is paid to the expression of personal emotion.These characteristics reflect the following problems in "Nanyang Online".The logic of content production can not emphasize the value orientation of the content,and the frequency of the sending articles does not match the praise points.The main content has no prominent characteristic positioning.The lack of local news can not gather local users to achieve precise docking with local propaganda and social governance.All of these problems will not be conducive to the sustainable development of "Nanyang Online".For the "Nanyang Online",the short-form video platform and innovative expression form will help Nanyang’s political construction,economic construction and cultural construction conform to its future development direction.At the level of daily content construction,make a series of reports on topics close to local society and people’s livelihood,ensure the integrity of the content,deeply excavate local cultural and tourism resources,and innovate the expression forms of cultural content to enhance interaction.At the service level,connect with relevant functional departments of the local government,optimize urban management and services,and cooperate with local merchants to open up local life business.At the level of refined production of content,we should make good use of the stock of talents,such as journalists and hosts,improve the production of news commentary works,create high-quality columns,create vertical content trumpets according to users’ living needs,and form a communication matrix by classifying IDs.