A Study Of The Media Image Of "Da Bai" In TikTok Short Video Platform

In sudden public health events,timely transmission of epidemic information and wide publicity of front-line deeds in the fight against epidemics are conducive to inspiring people and eliminating public panic.In the background of the flourishing development of Internet technology,short video,as an audio-visual expression form with strong sense of immediacy,vivid content,rapid production and universal participation,has long become an important channel for the public to obtain information.As one of the largest short video platforms in China,Tik Tok short video platform has gradually become an important carrier for the public to understand the information of the epidemic and convey the positive energy of fighting the epidemic since the outbreak of the new coronavirus infection in 2020.In this context,a group of health care workers,community workers,volunteers,police officers and exterminators who went to the front line of the epidemic have been widely promoted by the media and the public on the Jitterbit short video platform.These front-line epidemic prevention workers are called "Da Bai" by the public and media because they wear white protective suits and look like the inflatable medical and health robot named "Da Bai" in "The Incredibles" movie.On the Shake Video platform,the official media,government agencies,netizens,and internet users are using "Da Bai" as the theme of epidemic prevention,and have started a multi-perspective short video dissemination trend related to "Da Bai".With this as the starting point,this study takes the short videos related to "Da Bai" released by various communication entities on the Jitterbug short video platform as the research object,and categorizes the short video samples by content analysis method.Based on the constructed coding table,we studied the basic information,video content and presentation of the short video samples,and used quantitative methods to sort out the data and draw the main conclusions of this study.(1)In the Tik Tok short video platform,official media,government agencies,self-publishers,and ordinary users all participated in shaping and spreading the image of "Da Bai",which reached its peak in the middle and late stages of the new coronavirus infection epidemic,showing an overall positive attitude and shaping a positive image of "Da Bai".(2)The videos released by various communication entities have distinctive features in terms of content and presentation.They generally use colloquial and youthful expressions,focus on the work and life of "Da Bai",focus on nucleic acid collection and other sub-divided positions,and highlight the positive image of "Da Bai" as a front-line epidemic prevention worker by presenting the interaction between "Da Bai" and others.The positive image of the "Da Bai" as a frontline epidemic prevention worker is highlighted through the presentation of his interactions with others.(3)In the Tik Tok short video platform,the diversification of communication subjects,expression forms and audience needs are the factors contributing to the shaping of the media image of "Da Bai".The media images of the "Da Bai" created by various communication subjects are specifically expressed as a dedicated worker,an artist who loves life,an ordinary person with rich emotions,an all-round professional practitioner,and a vulnerable person who cares a lot.(4)Based on the perspective of visual rhetoric,it is found that various communication subjects have adopted visual rhetoric of language,visual rhetoric of images and comprehensive rhetoric to present the image of "Da Bai" in three dimensions.Not only do they attach importance to the visual rhetoric of rhetoric,vocabulary,syntax,subtitles and other linguistic texts on the image of "Da Bai",but they also cleverly use live video and simultaneous sound to enhance the realism and immersion of the video,and make full use of artistic expressions such as flower subtitles,two-dimensional animation,three-dimensional animation and music to enhance the video effect,and try to convey the image of "Da Bai" through diversified audiovisual presentation to convey grand rhetorical meaning.(5)There are some problems in shaping the image of "Da Bai" by various communication subjects: the low production threshold leads to homogenization and fragmentation of the content,and the quality of the content varies,and even frequent infringement disputes occur;the inappropriate selection of the content leads to the audience’s The content is not properly selected,which leads to the audience’s cognitive bias towards the image of "Da Bai";there is a tendency to sensationalize and emotionalize,and the rendering of sad stories causes secondary harm to the people concerned.(6)Through the practice of shaking the image of "Da Bai" by various communication entities in the short video platform,we reflect on the media’s practice of shaping the image of "Da Bai" in the short video platform and make suggestions: adhere to the creative standard of content as king,encourage content innovation,and take into account We suggest that the media should adhere to the creative standard of content is king,encourage content innovation,and balance the short videos with long videos that have exquisite content;maintain a balance of reporting topics,focus on content selection,and adhere to the positive content orientation and correct values;be compatible with reason and emotion,balance the tone of reporting,and avoid excessive sensationalism.