【作者】 王爽；

【导师】 李赫；

【作者基本信息】 长春工业大学 ， 新闻与传播（专业学位）， 2021， 硕士

【摘要】 随着移动互联网技术的发展,网民获取信息的主要方式也发生了改变,越来越多的网民通过短视频来获取信息。社交短视频平台“抖音”日活跃用户已达到6亿,是目前最具有行业代表性的应用。短视频也将直接受益于5G的正式商用,将迎来爆发式的发展。主流媒体想要继续扩大影响力和传播力,占据舆论宣传制高点,就需要积极踏入短视频平台,积极加快深度融合。目前,在抖音平台中,央级媒体以人民日报和央视新闻占据主导地位。省级媒体中,四川广播电视台的“四川观察”用不到一年的时间突出重围增长两千多万粉丝,成为粉丝最多的省级媒体抖音号。本文通过研究分析四川观察抖音号的传播特征、当下四川观察抖音号存在的问题及解决方式。为四川观察抖音号未来的发展提出建议,也希望能为地方主流媒体在短视频平台转型发展提供参考。本论文以5W传播模式为理论框架,主要通过内容分析法,选取一年的视频样本进行抽样,得到1000条以上有效样本,对四川观察抖音号的传播特征进行研究。传播主体方面,四川观察打造网感团队以更好的适应目前新媒体环境下和抖音平台用户的偏好;传播内容上,分析了内容的主题特征、来源、表现形态和叙事模式等,发现四川观察内容丰富但偏向社会软新闻的报道,善于利用受众情绪并能与受众及时互动。形态上以时长短、注重竖屏、善用音乐为特征,叙事上视角平民化、风格情感化;传播渠道上,内容的分发以平台算法推荐为主;在受众方面,对用户信息进行统计与分析;在传播效果方面,根据使用与满足理论,对于视频数据情况及受众的转化行为进行效果分析。根据四川观察抖音号传播特征分析,发现其体现出的如立人设、有网感,重视与用户互动等方面的优势,并重点将四川观察抖音号目前存在的问题进行总结,发现其存在审核不到位导致内容失实、泛娱乐化等方面的不足。并针对具体问题提出改善和优化的方法,根据其他媒体账号的优质案例,提出应重视挖掘本地新闻、深耕垂直内容使报道更具新闻价值等建议。更多还原

【Abstract】 With the development of mobile Internet and digital technology,the main way for netizen to obtain information has also changed.More and more netizen to obtain information through short video.The number of the Social short video platform of Dou Yin daily active users has reached 600 million,and It is also the most representative application in the short video industry.With the official commercial use of 5G,short video will benefit directly,ushered in a comprehensive and new outbreak.If mainstream media want to continue to expand their influence and communication power,and occupy the commanding heights of public opinion,they need to actively step into the short video platform and actively accelerate the in-depth integration.Currently,on the Douyin platform,the Central media outlets are dominated by People’s Daily and CCTV News.Among provincial media,Sichuan Observatory of Sichuan Radio and Television Station has gained more than 20 million followers in less than one year,becoming the provincial media with the largest number of followers.Based on the study of the transmission characteristics of the Sichuan observational,the existing problems and the solutions of the Sichuan observational on Dou Yin.It is hoped to provide some suggestions of the future development for Sichuan observational and other mainstream media on Dou Yin.This paper based on the theoretical framework of “5W”communication model,use the Content Analysis Method and select a whole year of video samples for sampling,and obtain more than 1000 valid samples to researching the spreading processes of Sichuan Observation on Douyin.In terms of transmissive subjectivity,Sichuan observation has network sense team operation to better suit users’ preferences in the new media environment and the platform of shaking platform.In terms of communication content,Sichuan observation analyzes the thematic characteristics,content sources,performance forms and narrative patterns of the content.We found that Sichuan observation have substantial content and partial to report social soft news,and it’s good at using the audience’s emotions and can interact with the audience in a timely manner.In terms of form,it is characterized by duration,vertical screen and good at using music;narrative perspective is civilianization and the style is emotionalization.In the communication channels,the content distribution is mainly based on platform algorithm,recommendation;In terms of audience,count and analyze the basic information of users;In terms of communication effect,according to the use and satisfaction theory,analyzes the effect of video data and user’s transformation behavior.According to the analysis of Sichuan observation on Douyin,sum up the advantages of communication,such as setting up people,having a sense of network,and attaching importance to the interaction with users,and summarizes the existing problems.There are deficiencies in aspects such as inadequate review leading to inaccurate content and pan-entertainment.It also proposes ways to improve and optimize specific issues.Based on the high-quality cases of other media accounts,it puts forward suggestions that attention should be paid to digging out local news and vertical content to make reports more newsworthy.更多还原