Research On Production And Communication Strategy Of DouYin Short Video Content Of "National Anti Fraud Center"

In recent years,with the widespread use of communication technology and smart mobile devices,people’s media usage habits and contact behaviors have changed.Short video has emerged as a popular new media form.At the same time,there have been frequent occurrences of domestic telecommunications network fraud crimes.General Secretary Xi Jinping has issued important instructions to crack down on and govern such cases,calling for raising public awareness of fraud prevention from the root causes.This paper takes the TikTok short video of "National Anti-fraud Center" as the research object to discuss how to use the short video platform to carry out anti-fraud publicity and education,and enhance the public’s awareness and ability of prevention.Therefore,this article adopts literature review,case study,and content analysis methods to combine short videos with anti-fraud publicity,and selects 614 videos published by the "National Anti-Fraud Center" Douyin account during the period from June 1,2022 to December 31,2022 as research samples,focusing on the characteristics of content production.The analysis,after category construction and data coding using SPSS software,reveals that the content production of these videos has the following features: the duration of the published videos is concentrated in 60 seconds to 2 minutes,with an average frequency of 22 videos per week.The title texts are mainly in the form of questions,topic tags,attitude expressions,determination expressions,and alert setting.The thematic types cover anti-telecom fraud,anti-elderly fraud,anti-emotional fraud,anti-financial fraud,anti-"piggyback" fraud,anti-brushing fraud,and other types.Through the analysis,it is concluded that the "National Anti-Fraud Center" Douyin account has the following features in content production:emotion-oriented,multi-angle alertness,and comprehensive content production;in short video dissemination,the following strategies are mainly used: leveraging the "celebrity effect" to expand the influence of publicity;segmenting the audience and formulating targeted publicity;using diverse creativity to expand the impact of dissemination.At the same time,the ’National Anti-Fraud Center’ Douyin account has some shortcomings in content dissemination,mainly manifested in a lack of awareness of establishing two-way communication with the audience,a lack of innovation,and overly simplistic entertainment and storytelling methods.Therefore,this article proposes three targeted optimization strategies: increasing interactivity to meet diverse audience needs,stabilizing content output,producing creative short videos,and establishing diversified channels to comprehensively enhance the effectiveness of propaganda.Carry out anti-fraud publicity through social media platforms,improve the people’s anti-fraud awareness and ability,reduce the incidence of online fraud,create a more secure network environment,and provide strong support for the development and construction of network security.