Research On The Political Communication Of People's Daily Douyin Account In The Context Of New Media

Relying on the support of Internet technology and communication technology,the rapid development of traditional media has entered a new era.The birth of new media has provided new channels for information dissemination,and the emergence of new media has also changed every bit of public life.The development of media promotes the continuous progress of society.New media provides new ways for the public to participate in political life.At the same time,the continuous development of new media has also brought about new changes in political communication in our country.New media short videos have developed rapidly and have gradually entered the lives of the public in recent years.The most representative short video platform is undoubtedly the "Tik Tok APP".According to the latest official statistics released by Tik Tok,as of December 2020,The daily active users of the Tik Tok short video platform have exceeded 600 million,and the average daily video search times have reached 400 million.The huge number of users on the Tik Tok short video platform has successfully led the development of the entire short video industry and has become the short video App field.The leader.Because Tik Tok has such a large user base,it has attracted a large number of official mainstream media accounts in recent years."People's Daily" entered Tik Tok in September 2018.As of December 31,2020,the number of fans of the "People's Daily" Tik Tok account has reached 120 million.As the mouthpiece of the party and the government and the most representative mainstream media,the People's Daily plays an important role in disseminating political information,promoting public political participation,guiding public opinion,propagating political thought,promoting political socialization,and shaping the image of the government..This research takes the Tik Tok account of People's Daily as an example,selects the short videos with the top 300 likes published by its account from January 1,2020 to December 12,2020 as the research sample,combining political communication theory and Political communication theory,research on the political communication of "People's Daily" Tik Tok in the new media environment.The article first explores the reasons why People's Daily has entered Tik Tok based on the background changes in the political communication environment of the new media.Secondly,based on the development status of People's Daily Tik Tok,it discusses the political communication targets of the People's Daily Tik Tok.The content,forms,and characteristics of communication are analyzed in terms of the political functions played in the process of communication,and it is found that the "People's Daily" Tik Tok account has deficiencies in content production,communication channels,and interactive communication when conducting political communication.Place.In response to the deficiencies in the political communication process of "People's Daily" Tik Tok,from the perspectives of concept change,content addition,policy support,political communication,agenda setting,platform opening,etc.,the mainstream media of "People's Daily" Tik Tok in the context of new media The specific ways to improve the effectiveness of political communication,so as to promote the mainstream media to adapt to the changes in the new media era as soon as possible,and to maximize the effectiveness of political communication.