| The progress of the Internet has made a breakthrough in media technology and driven the transformation and innovation of media forms.The commercialization of VR,AR,5G and other technologies has boosted the unprecedented development of short video platforms.However,the increasing popularity of short video platforms challenges the dominance of traditional mainstream media to some extent.In order to improve the guiding power of public opinion of mainstream media,major mainstream media have sought for reform,and the communication channel with new technology as the carrier has realized the faster speed of information transmission,to meet the needs of users for quick access to information.However,in this era of "everything is media",the audience’s ever-changing demand for media use forces the news industry to restructure the production mode of news content and strive to create popular short news video programs.The major challenges faced by traditional news media in the transformation are: how to adapt to the development trend of the new media era to obtain more attention resources,how to improve the quality of content,and how to break out of the massive,fragmented and homogeneous content ecology.In this paper,the short video released on Bilibili video platform by the short video news Anchor Talk Broadcast,a derivative program of News Lianbo,is taken as the main research object,and combined with Kaz’s use and gratification theory and Lasswell’s "5W" theory,Literature research method,participatory observation method and case analysis method are adopted to sort out the content production mechanism and concept,the types of content themes and the presentation of short news video content of "Anchortalk Lianbao",and to summarize how to make full use of new media technology to adapt to the news communication trend of the new media era,how to give full play to its communication advantages and seize the attention of users.Finally,it points out the problems in the development of transformation and innovation of the short news video program and tries to put forward some suggestions in order to provide some references and suggestions for the media who are exploring how to transform and efficiently communicate.In the network space with various information,news media should conform to the trend of the development of The Times.They should not only choose various topics,adhere to the production of high-quality content,give full play to their unique advantages,but also actively mobilize the participation of the audience,enhance the two-way interaction with users,and attach importance to the construction and maintenance of fan mechanism.Only in this way can they explore their own innovative development in the tide of the convergence media era. |
