| The COVID-19 outbreak in Hubei Province at the end of 2019 is not only a test of the concerted efforts of the Chinese people to fight the epidemic,but also a test of the news media’s response to public health emergencies.In the face of such public health emergencies,how the mainstream media represented by《People’s Daily》can respond quickly,guide public opinion and integrate social forces by setting the agenda is an important topic worth studying.Since its establishment in 1948,《People’s Daily》has been serving as the mouthpiece of the Party and government agencies to timely deliver central policies,report major news at home and abroad,and listen to public opinions.In addition,it has been constantly building an all-media matrix in line with the development of The Times.In December 2020,the ranking of Chinese media’s Douyin accounts released by We Chat official account "Changjiang" showed a trend of polarization.According to the ranking,Douyin accounts of《People’s Daily》ranked first among the "Top 10 Central Media’s Douyin accounts",with significant media influence.This paper mainly adopts content analysis method and questionnaire survey method to study the short video news released by Douyin of《People’s Daily 》 during the COVID-19 epidemic,which is divided into four parts.The first chapter uses content analysis to study the short video news released by Douyin of《 People’s Daily 》 during the COVID-19 epidemic.Firstly,short video news published by Douyin of《People’s Daily》on December 31,2019 and solstice on July 31,2020 were collected,561 effective research samples were determined,classified into categories,and subsequently encoded by SPSS software.Secondly,based on the existing data,the report content and strategies of Douyin of 《People’s Daily》were analyzed to further understand the report of Douyin of 《People’s Daily》on COVID-19.The second chapter mainly analyzes the dissemination effect of short video news reported by Douyin of《People’s Daily》on COVID-19 epidemic by questionnaire survey.The Likert scale was used to analyze the communication effects of users at the cognitive level,attitude level and behavior level.Firstly,SPSS software was used for quantitative analysis of 302 valid questionnaires.Secondly,one-way ANOVA was used to analyze the significance of communication effects of users with different genders,ages,occupations and education levels in terms of cognition,attitude and behavior.The results showed that users’ cognition of the short video news released by Douyin of 《 People’s Daily 》 during the COVID-19 epidemic was generally moderate.Users have a high attitude towards the short video news released by Douyin of《People’s Daily》 during the COVID-19 epidemic,and the majority of users are satisfied with it.Users in the younger age group have a relatively high degree of involvement in the behavior of short video news released by Douyin of《People’s Daily》during the COVID-19 epidemic.The third chapter analyzes the advantages and disadvantages of the report on COVID-19 by Douyin of 《People’s Daily》.The analysis found that the advantages of the short video news released by Douyin of《People’s Daily》during the COVID-19 epidemic were mainly reflected in the aspects of low cost,strong timeliness and convenient access to information.At the same time,in the aspect of content production and presentation,there are problems such as excessive reports causing panic among the audience,lack of responsibility for rebutting rumors,and insufficient efforts to popularize science.In terms of user experience and participation,there are problems such as prominent homogeneity of media content,prominent tendency of sensationalism and low interaction frequency.In terms of channel building and integration,there are problems such as value illusion caused by algorithm recommendation and poor distribution of social channels.The fourth chapter analyzes the enlightenment of Douyin of 《 People’s Daily 》 to mainstream media’s crisis reports.In view of the deficiencies mentioned above,this chapter puts forward the basic principles that mainstream media should follow in reporting public health emergencies,and puts forward suggestions for the subsequent development of mainstream media from three aspects: content production and presentation,user experience and interaction,and channel building and integration. |
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