Research On The Interactive Communication Of People’s Daily On Tik Tok

In the era of new media,WeChat,Weibo and News Client System of People’s Daily have become important ways for media to release news and disseminate policies.At the same time,it also serves as the main platform for online public participation and expression.The emergence of short-form videos,a new form of communication which has been regarded as having a prosperous future by many media,has become one channel to disseminate information.Therefore,short-form videos have become a new form for media dissemination in China.Among all the platforms for short-form videos,TikTok has been particularly favored by media and users,in which a considerable number of mainstream media have settled to disseminate information.However,some problems,which occurred in the process of its information dissemination,have hindered its development.These problems include unclear positioning,serious homogenization of short video content,and the inefficient interaction with users.In order to solve the problems mentioned above,it is necessary to deeply discuss how the current media conduct in-depth interactive communication with users through content production and dissemination on TikTok.This thesis takes People’s Daily,which owns the largest number of followers among mainstream media,as the research object to further discuss this problem.The author takes short-form videos(released from September 10,2018 to December 12,2019)as research samples,and conducts literature analyzing and content analyzing as research methods to investigate the interactive communication process of People’s Daily on TikTok,in order to deeply explore the current situation of its interactive communication,to discover its law behind and to provide references for other mainstream media.This article is based on Interactive communication theory and takes the emerging medium,TikTok,as a carrier,which enriches the perspective of interactive communication research.The study finds that,under the large framework of interactive communication,People’s Daily formed an interactive cycle of "mutual exchange" with its users,similar to the "Interactive ceremony chain".There are many factors that affect interactive communication,in which the type of video being one of the most important.The three types of short-form videos,career-oriented,fun-oriented and social phenomenon-led,attract audiences and guide interactive communication in different ways.The short-form videos of "entertainment","information demand" and "Professional charm" can enable users to accumulate emotional energy and promote users’ empathy,which altogether promote the interactive dissemination of short-form videos.In addition,users can interact with the medium through its short-form videos,which will leads to small groups among users,in which they will show their identity.At the same time,out of the feelings for these groups,members will take the initiative to maintain the interests of their groups.Finally,through the analysis of some deficiencies of the sample cases,the thesis puts forward some targeted solutions,which aim to improve the interactive communication mechanism of people’s daily on TikTok,to enhance the interaction with users,and to promote the its communication and influence.