Research On The Communication Strategy Of Short Videos Of Financial News

In the era of new media,the media form and communication environment have undergone radical changes.Short video,a new communication method,was born in such a context and has become a popular communication medium.The emergence of short videos has enabled the news media to form a diversified information dissemination channel.In the field of financial news dissemination,short videos are also used in large numbers.Financial short video accounts have sprung up and become an important force in the dissemination of financial news.It is a very important task to explore the communication rules of financial short videos and propose insightful communication strategies.This paper uses literature analysis method and case study analysis method as the main research methods,and explores the communication strategy of "Straight Finance" by carefully analyzing the pop-up works released between 2020 and 2021 as the research samples.The current problems of financial news short videos are sorted out from three aspects: communication subject,communication content and communication effect.On the basis of this,"Straight Men’s Finance" is analyzed in terms of its background,audience and content: from the background,"Straight Men’s Finance" is more authoritative with the support of the columns of Consumer Daily;from the audience group,the audience of "Straight Men’s Finance" matches with the audience group of information short videos;from the content level,"Straight Men’s Finance",in the process of dissemination,firstly,makes artistic processing of the abstract financial information symbols,and through the short video as a short video In terms of content,in the process of dissemination,Straight Men Finance firstly carries out artistic processing on abstract financial information symbols,and then makes it easier for audiences to accept and interpret the information through the media carrier of short videos,so as to complete the whole dissemination process.The strong position of "Straight Men’s Finance" lies in the decoding process of its information symbols,which ensures that the abstract level of the symbols is within the understanding of the group audience.The communication characteristics of financial short-video media revealed by the communication characteristics of "Straight Man Finance" have universal significance for financial short-video media communication,and provide a basis for proposing financial short-video communication strategies.Financial new media can promote the dissemination of financial news short videos through multi-platform communication channels with additional targeted planning to improve user engagement.