Research On Content Production And Communication Strategy Of People’s Daily Tik Tok Account

Against the backdrop of the booming development of Internet technology and the multi-application scenarios of 5G communication technology,the world is embracing the era of integrated media.For the sake of standing steadfastly in the market and fulfilling the philosophy of new media publicity,mainstream media have stampeded into Tik Tok,a short video platform and brought about official accounts so as to better satiate the needs of the users.People’s Daily,as the organ of the Central Committee of the Communist Party of China,shoulders the momentous task of publicizing the party’s principles and policies,carrying forward social uprightness,and assuming political and social responsibilities such as the timely dissemination of information and taking the lead in public opinion supervision.Since transferring to the Tik Tok platform,great momentum has been made to continuously innovate reporting models and communication channels,figure out the authenticity of the news,augment the attractiveness of reports,expand communication influence,exert its mainstream media responsibility,and foster an all-media matrix,thus broadening its potential user groups and enhancing its public opinion guidance.The research on content production and communication strategy of the Tik Tok account of People’s Daily not only diversifies short video patterns and government media,offers a reference for communication theory,but it also provides precious experience for the integration and operation development of mainstream media in short video platforms,which bear extremely considerable research value and research significance.Taking 1,679 short videos released by the Tik Tok account of People’s Daily from February 17,2022,to February 16,2023,including 340 deleted or hidden short videos with a total of 1,339 short videos as samples,this paper handles pertinent data through the professional short video data analysis platform "Tik Tok Chacha",and adopts literature research method,content analysis method and case analysis method to analyze and research on the Tik Tok account of People’s Daily in terms of the four perspectives of production of content,symbolic interactive dissemination,information release strategy and government service function on the basis of communication theories such as agenda setting,use and satisfaction,and semiotics,which summarizes that the development of the Tik Tok account of People’s Daily in the era of integrated media is imbued with innovative contents and integrated resources with premium quality.That aside,it enriches the means of communication,consolidates the effectiveness of communication,foster a favorable national image and strictly abides by the duties.Meanwhile,it proposes relevant shortcomings,which suggests that the phenomenon of content homogenization should be averted and the original and in-depth reporting content should be strengthened,thus further enhancing audience interaction stickiness,so as to offer theoretical basis,practical orientation and reference significance for the development of short video and traditional media in the era of integrated media.