Research On The Propagation Efficiency Of Douyin News Short Video Under COVID-19

With the arrival of 5G era,the development of network technology and equipment has changed the pattern of media development and the usage habits of audiences.Media forms have gone through three stages of "text,graphic and video",and audiences' usage habits have shown new characteristics of "fragmentation","mobile" and "social".Short news video is a short video as the carrier to render the news reports of a new type of video news products,it is often no more than five minutes long.Its characteristics of "information availability","social availability" and "mobile availability" not only meet the needs of media development,but also meet the needs of the audience in the use of media.As a new form of content,short video has not only reformed the production mode of traditional news media,but also accelerated the integration of traditional media and social platforms.In order to explore the transmission characteristics of short news videos,this study selected the hot event "COVID-19" as the background,and selected the epidemic reports of Pengpai News,Cover News and Red Star News Douyin as the research objects,and carried out quantitative analysis on the reported data.From six aspects of communication orientation,communication content,video production form,distribution mechanism and audience,this paper summarizes the transmission characteristics of news short videos in COVID-19 reports.Besides,this essay analyzes the reasons for the strong spread of Douyin news and short videos,and sorts out the positive and negative influences it brings to traditional news reports,so as to explore the method of the mutual integration of traditional media and short video social platforms.In this study,short videos have brought innovations to traditional news reports in terms of reporting methods,narrative methods,distribution mechanism and interaction mechanism,however,there are also some problems,such as the lack of original content caused by non-standard video reference,the lack of depth of content,defects in distribution technology and poor user stickiness.Traditional media should be able to improve the above problems when using news short video to report,such as enhancing brand awareness,deeply cultivating content originality,cultivating editing talents,optimizing distribution mechanism and constantly improving audience feedback.