Research On The Communication Characteristics Of Mainstream Media Douyin Account

The development of media technology has brought about changes in the way of information production and the form of dissemination.The rich audio-visual sensory experience of short videos is in line with the visualization trend of information consumption,making it a popular form of information dissemination.The Douyin platform is leading the way in visual communication,providing a new path for mainstream media to reshape their influence.In 2018,mainstream media entered Douyin one after another,continuously consolidating and expanding public opinion in the field of short videos.Among them,mainstream media represented by "People’s Daily" continue to integrate into the Douyin platform,and gain a firm foothold in the short video field through innovative news expression methods.However,at the same time,there are also some mainstream media that cannot adapt to the characteristics of the Douyin platform after entering Douyin,ignore emotional elements,ignore user needs,and ungrounded news products in content production,resulting in a poor sense of news experience,and its dissemination and guiding power.And the influence has not been improved as it should.On the other hand,the People’s Daily has made frequent explosions after entering Douyin,and has continuously optimized content production while adapting to the communication logic of Douyin.Its successful experience has provided new ideas for the development of Douyin accounts of other mainstream media.In this paper,taking the People’s Daily Douyin number as the research object,the content analysis method and the case study method are used in the research method.First of all,from the macro level of politics,communication,technology and public opinion environment to analyze the development of the People’s Daily Douyin,and sort out its development status;the main part of the content is based on Laswell’s 5W communication model as the research framework,from the communication subject,communication content,communication channels,communication audience and communication effect of the five aspects of the analysis of the communication characteristics of the People’s Daily Douyin.Finally,the communication strategy of People’s Daily Douyin is summarized,the development results and development difficulties faced by People’s Daily Douyin are analyzed,and targeted solutions are proposed in the conclusion.This article focuses on the characteristics of the communication content and communication effect of the People’s Daily Douyin,and proposes to focus on excavating emotions and enhancing the appeal of news;using civilian narratives to enhance content affinity;taking into account communication strategies such as "useful + interesting" based on user needs;hoping to bring useful references to mainstream media in optimizing the production and dissemination of Douyin content,so as to expand the communication,guidance and influence of mainstream media.