Research On The Communication Strategy Of Mainstream Media On Short Video Platforms

At present,with the rapid development of mobile Internet and the popularity of smart phones,short video platform has become one of the main ways for people to obtain information,entertain themselves and interact socially.At the same time,traditional TV media are also facing challenges such as audience diversion,diversification of communication channels and declining ratings,and media integration has become the development trend of the media industry.In this context,more and more traditional media began to explore the field of short video to meet the diverse needs of users and the changes in communication channels.Therefore,this paper takes "Sichuan Observation" as the research object,analyzes the communication strategy of "Sichuan Observation" Tik Tok based on the elements of media integration,and then summarizes the beneficial attempts and shortcomings of this account in terms of innovative communication methods,content and differentiated operation,and puts forward suggestions for the transformation and development of local mainstream media in the new media era.This article is divided into introduction,four main chapters and conclusion.The introduction introduces the origin,purpose and significance,theoretical basis,research ideas and methods of this paper.Chapters 1 to 4 are the main body of the paper.The first chapter mainly summarizes the development of mainstream media in the short video platform under the new media environment,as well as the development status,history and user portrait tracking of Sichuan Observation Tik Tok.The second chapter mainly takes "Sichuan Observation" as the research object,divides the elements of media integration into content production,operation concept,technical means and business model,and communication subjects,and analyzes the communication strategy of "Sichuan Observation" from these four dimensions,so as to explore the development path of mainstream media in the context of media integration.The third chapter discusses the development dilemma of Sichuan observation short video news from several aspects,such as the convergence trend of production content,the dissolution of news seriousness by pan-entertainment,and the difficulty of finding a basis for monetizing commercial value.Chapter 4 mainly describes the breakthrough path for mainstream media to enter short videos,specifically to strengthen in-depth reporting and improving original capabilities;Be wary of pan-entertainment and reshape mainstream culture;Explore monetization paths to improve your business value;Channel integration,reconstructing the short video public domain;Ensure truthful reporting and promote positive public opinion.The conclusion mainly summarizes the research content of this paper and looks forward to the future path selection and development of mainstream media.Sichuan Observation,as a local mainstream media,the rise and success of its Tik Tok is not only an attempt under media integration,but also reflects the successful practice and exploration of mainstream media in short video platform communication strategy.Therefore,the research results of this paper have certain reference significance for media integration and the development of local mainstream media.