Research On The Communication Effect And Development Strategy Of "BTV Yangshengtang" Tik Tok Account

The 21 st century is called "the century of health",which shows people’s desire for health.Pursuing health and spreading health have become the direction of the joint efforts of all mankind.With the advent of the aging population and the unhealthy lifestyles that have increased with the improvement of the economic level,health problems have become increasingly prominent,and a trend of "health preservation" has been set off in China.At the beginning of 2020,the outbreak of the new crown pneumonia epidemic has become a major health event of national concern.The public’s demand for health information has become more urgent.Among many sources,short videos of health dissemination by mainstream media are professional and authoritative.The characteristics of science,timeliness and interest have become the choice of many users.As a short video account of mainstream media,"BTV Yangshengtang" Tik Tok has been favored by a large number of users.This article takes "BTV Yangshengtang" Douyin as the research object,uses case analysis,uses case analysis,content analysis and sampling survey methods to analyze,and uses the RESULTS effect model and the three～level theory of communication effects to study "BTV Yangshengtang" Douyin The health communication effect of short videos.The first chapter of this article is the introduction,introducing the research background and significance,related literature and research methods.The second chapter summarizes the "BTV Yangshengtang" Douyin number from the content features,screen features and language features.The third chapter analyzes the micro～communication effect of the "BTV Yangshengtang" Douyin account based on the RESULTS model,and analyzes the macroscopic communication of the "BTV Yangshengtang" Douyin account based on the three ～ level theory of the communication effect.Chapter 4mainly analyzes the problem of "BTV Yangshengtang" Douyin short video And shortcomings,Chapter 5 proposes relevant paths and thoughts to solve the problem,hoping to help "BTV Yangshengtang" Douyin to optimize the communication effect,and better play the role of healthy communication.