Research On The Current Situation And Strategy Of Short Video Operation Of Prefecture-level Party Newspapers In Hunan Province

Media convergence is on the upward surge.Short video,as an important means of traditional media convergence,has shown a booming trend.Municipal party newspapers,which specializes in reports with images and text,have flocked to the track of short video and released some viral videos,but there are also more and more confusions and problems.In the track of short video operation,it is a vital practical issue how municipal party newspapers can make use of their strengths and circumvent weaknesses,avoid developing into another “Internet TV”,cultivate a narrative style suitable for Internet communication,and create video products that are popular with audience,thus establishing a short video brand of municipal party newspapers.This thesis takes the short videos of 14 municipal party newspapers in Hunan province as the research object,aims to make a multi-dimensional and in-depth investigation of current status and problems of short video communication in Hunan provincial municipal party newspapers,explores innovative operation strategies for short video in the current communication context so as to optimize the short video communication path of municipal party newspapers.This thesis takes the short videos released by Hunan provincial municipal party newspapers since they opened accounts on their own news platforms,Tik Tok,Wechat Channels,Kuaishou as samples,adopts research methods such as survey research,interview,and literature analysis,innovatively divides the whole chain of short video production into four parts: planning,production,media distribution,and profit realization,and proposes strategies correspondingly,which are constructive for municipal party newspapers to stand out in the field of short video operation,which they are not good at.The whole thesis is divided into six chapters.The first chapter is the introduction,which elaborates the background and significance of selecting the current status and strategy of short video operation of Hunan provincial and municipal party newspapers for the study,compares the current situation of domestic and foreign research,and establishes the research methods and ideas of this thesis.In the second chapter,the exploration of Hunan municipal party newspapers in the field of short video is elaborated from three aspects: creating video columns step by step on their own platforms,releasing competitive products to compete for video news awards,and fully opening accounts on social platforms.In the third to sixth chapters,according to the current status and problems of short video development in Hunan provincial municipal party newspapers,this thesis proposes that in the aspect of short video planning,it is necessary to integrate forces and improve the ability of current political news planning personnel;highlight characteristics and find the right positioning of short video style;analyze users and strengthen the agenda setting of network short video;adjust the mechanism and enrich the planning and creative team and forces;plan coherently and accelerate the creation of differentiated brand columns.In the aspect of short video production,we should adhere to “content first” to improve quality;set up a matching“gatekeeper” mechanism;enrich short video material sources in multiple channels;and take multiple measures to strengthen technical support.In the aspect of media distribution,we should establish “user portrait” for different video platforms;enhance the precision of video release;and build a network of social media interaction.In the aspect of profit realization,we should establish a diversified realization mechanism,improve the ability of accurate service,and accelerate the pace of live commercial profit realization.In the final conclusion,the author predicts that personalized,interesting and quantitative content of short video programs,branding columns,accurate and digitized release,product placement and diversified profit models will be the future development trend.Municipal party newspapers in Hunan Province will have great potential in the field of short video.