Research On CGTN’s Overseas Social Production Strategy And The Factors Influencing Its Communication Effectiveness

By combining quantitative and qualitative research methods,this paper studies the content production strategy and influencing factors of communication effect of CGTN’s English Version Account on YouTube,and proposes an optimization path.The production strategy is summarized from three aspects:content strategy,narrative strategy and accompanying text strategy.The influencing factors of communication effect is summarized quantitatively from three aspects:content attribute,clip attribute and release attribute.The optimization path is proposed from three aspects:content optimization,narrative optimization and accompanying text optimization.In terms of content strategy,this paper finds that CGTN’s English Version Account on YouTube shows its own preferences in the selection of content theme,content motif and reporting region.In the selection of content topics,CGTN’s English Version Account on YouTube is dominated by political themes.Focus on mainstream topics;Although it still retains the habit of long video news production in the age of traditional media,it will further refine the content theme through video stripping.Attach importance to the production of professional content.In the selection of content themes,the CGTN’s English Version Account on YouTube pays special attention to international disasters such as death,disasters and wars;At the same time,it also focuses on humanitarian activities such as rescue and mutual assistance after disasters;Pay attention to the "weak self-improvement","adversity unyielding" and other people’s tenacious character reports;In addition,the theme of treasure hunting,which has its own suspense,and the theme of unusual and strange are also the themes that CGTN’s English Version Account on YouTube pays more attention to.In terms of the selection of reporting regions,CGTN’s English Version Account on YouTube mainly reports on Chinese stories,usually choosing positive reporting forms.An important part of it is coverage of China’s leaders;Use social platforms to spread Chinese traditional culture,special food,Chinese scenery and other Chinese culture.In terms of narrative strategies,based on the content analysis results,this paper summarizes four narrative strategies of CGTN’s English Version Account on YouTube:cultural approach strategy,sound landscape strategy,cultural symbol strategy and visual presentation strategy.From the perspective of cultural approach strategy,CGTN’s English Version Account on YouTube will add non-oriental image subject narration in its videos;Use the form of subject dialogue to complete the narrative;In order to avoid understanding obstacles caused by cultural background differences,narrative will adapt to low-context culture.From the perspective of sound landscape strategy,CGTN’s English Version Account on YouTube will match videos with music with Chinese characteristics.Using iconic sounds to stimulate the identity of overseas Chinese;In the absence of past images,sound intertext is formed using past sounds.From the perspective of symbol strategy,CGTN’s English Version Account on YouTube will highlight symbols related to Chinese traditional culture in its videos;As a typical symbol of China,the panda has become the image representative of China.From the perspective of visual presentation strategy,CGTN’s English Version Account on YouTube will enlarge the focus of the cover;Add some special effects to the video content to assist the narrative:In addition to the traditional live-action video shooting,it will also innovate the narrative form of animation to enhance users’ viewing experience.In terms of accompanying text strategy,this paper summarizes accompanying text strategy of CGTN’s English Version Account on YouTube from three aspects:subtitles,thumbnails and hashtags based on content analysis results.From the perspective of subtitles use,CGTN’s English Version Account on YouTube mostly uses logo subtitles;Add bilingual subtitles.From the perspective of thumbnail application,CGTN’s English Version Account on YouTube will use professional three-part composition to highlight the focus of the picture;Add text to enhance picture contrast;In a particular channel,the thumbnail style will be unified to highlight the channel characteristics.From the perspective of hashtags,CGTN’s English Version Account on YouTube will add hashtags when videos are released.And tends to multi-tag propagation.In terms of the influencing factors of communication effect,this paper analyzes the descriptive statistics of the number of views,likes and comments of CGTN’s English Version Account on YouTube to evaluate the overall performance of its content external communication.Through the emotion analysis of comments and emoticons,this paper explores the attitude feedback of existing user groups towards CGTN’s English Version Account on YouTube.This paper analyzes the influencing factors of video content communication effect of CGTN’s English Version Account on YouTube from three aspects:content attribute,clip attribute and release attribute.Based on the above analysis,this paper proposes optimization paths from three aspects:content,narrative and accompanying text.The optimization path of content includes the introduction of algorithm production,emphasis on music channel,channel vertical segmentation;The optimization path of narrative includes emphasizing suspense narration,storytelling of hard news and strengthening interactive attributes.The optimization path of accompany text includes optimizing the beginning and end of the title and adding hotspot labels.