| Since 2016,short video has been developing rapidly with a strong momentum.Short video platforms such as Tik Tok,Kuaishou and Bilibili have sprung up,and have gradually become a popular form of content dissemination for users.Many media regard short video as a new development opportunity,and have flooded into the short video platform to open official accounts.Financial media is no exception,in the form of short video for the dissemination of financial news is a new breakthrough,which can change the previous image of financial news as boring and obscure,meet the demand of financial news in our country.However,in the process of the development of financial news short videos,there are still situations where the content of communication is uneven and the effect of communication varies greatly.Therefore,it is of great significance to study the communication strategy of financial news short video.This paper takes “CCTV Finance” Tik Tok as the research object,adopts the literature data method,text analysis method and case analysis method,combined with5 W theory to carry out specific analysis.The article mainly includes four parts: the first part is the introduction,which analyzes the research background,research significance and the current situation of domestic and international research related to financial news short video,and expounds the research content,research methods and innovation points of the article.The second part is the overview of the short video of financial news and “CCTV Finance” Tik Tok,including the background,course and current situation of the development of financial news short videos,and the operation and development motivation of “CCTV Finance” Tik Tok.The third part,based on the text analysis of the selected samples,explores the communication strategy of “CCTV Finance” Tik Tok from five aspects of communication subject,communication content,communication channel,audience and communication effect.The fourth part summarizes the shortcomings of “CCTV Finance” Tik Tok in the process of communication,and proposes the optimization path for the dissemination of financial news short videos.The study found that “CCTV Finance” Tik Tok mainly adopts the following strategies in the communication process,which are the identity remodeling of mainstream media,the insistence on user-oriented,mobile and social coexistence,the pursuit of diversified audience groups,and the pursuit of efficient communication.At the same time,the study also found that the “CCTV Finance” Tik Tok has deficiencies in the interactivity,creative expression,release frequency and content production deficiencies.Finally,this paper puts forward reference and suggestions for optimizing the dissemination of financial news short videos from the four aspects of improving the content quality,innovating the narrative mode,fixed release frequency and strengthening the audience interaction,which will help the financial media to provide the public with more valuable and popular financial news short video content. |
