Tencent's Public Welfare Video Content Creation And Social Value Research

The new public welfare platform based on the Internet has enriched the creative operation mode of public welfare undertakings.At present,the research on public welfare focuses on its communication and form,or discusses the communication strategy of public welfare based on the network,or discusses the countermeasures for online public service advertising.However,there are few detailed researches on the creative operation mode of public interest content,and the rapid development of the network platform.Today,the demand for traffic and interests of commercial media such as online media also causes social responsibility and public interest to be lacking.The commercial media has been criticized today.How does the online media assume social responsibility and realize social value has become an unavoidable problem.In 2015,Tencent proposed the concept of “Internet + Public Welfare”,and the multi-platform upgrade was added to the Tencent Public Welfare page.At present,Tencent.com,as the news portal of Tencent,its PC-side homepage,Tencent News APP headline,etc.,cooperates with Tencent Public Welfare to open a connection entrance for Tencent Public Welfare,and has a professional team engaged in public welfare planning and operation for social assistance.Tencent has formed a public service mode of Tencent's public welfare as a dot,combined with the advantages of Tencent's online media and social media platforms.Through the platform advantage,combined with the original public welfare video,graphic and text for social assistance,at this point,Tencent.com has been at the forefront of many online media in the industry,while gaining social trust and gaining user trust and traffic in business.Find a point of convergence between interests and social responsibility.This article has continuously enriched the media form of Internet public welfare,and the public interest content gradually changed from static texts and pictures to dynamic video and entry-oriented experience.This combines the author's own internship experience in Tencent.com and the practical creation of the graduation work "Not Superman's Superman Dad".For example,combined with relevant theories,the research and analysis of Tencent's public service video content creation and social value are carried out.The first is to analyze the development background of public welfare video and the development status of Tencent's public welfare video.The second is to explore how Tencent.com relies on the advantages of the platform to create the content of public interest video and combine the SOLOMO model to summarize the characteristics of Tencent's public interest video.The third is to combine the rapid development of public welfare based on the network platform.The demand for traffic and interests of commercial media such as online media has also caused the social responsibility and the lack of public interest.The background of social value and social value function is the society of public welfare video.Value analysis;Fourth,the discussion and suggestions on the issue of public welfare video creation,through summarizing the problems existing in Tencent's public welfare video,and combining with the new attempts of their own practical experience,try to make some suggestions on the creation and development of online media public interest video.This paper attempts to study the current content of public interest video content creation and social value through the research of Tencent's public welfare video case.The social value aspect is combined with the seven first-level indicators of the "network media social responsibility assessment system".Take the public interest responsibility of online media,combine the Tencent network's operation of public welfare video,discuss the social responsibility of online media and the value of public welfare video,in order to provide some reference for practical feedback theory.Secondly,this article and the graduation work combined with the experience and graduation requirements of creating a public welfare video,created a 30-minute medium-length public welfare video,and then combined with their own works to undertake social responsibility with the creative strategy of the public interest video and commercial media,and realize social value.Discussed.In order to make some feedback on the creation of social media content and online media in the public welfare field to achieve better social value.