| With the rapid development of Internet information technology,the convenience,visualization,immersion and socialization of short videos continue to attract users to join,and the popularity continues to rise.At the same time,the competition of various short video platforms is also becoming increasingly fierce.As of December 2022,according to the Prospective Industry Research Institute,the number of monthly active users on the Douyin platform is 675 million,accounting for the first place in the entire short video platform market.The China Business Industry Research Institute believes that information short videos are an inevitable product of the integration of information content and short video forms under the background of mobile Internet.As the main category of information short videos,news short videos have also developed rapidly in line with the trend of the times.CCTV News seized this opportunity,actively sought digital transformation,actively integrated into the wave of Douyin short video transmission,and constantly met the demand of Douyin short video users for news information.As of New Year’s Day 2022,the short video released by CCTV News Douyin has 18.613 million likes,the highest popularity compared to other accounts;in June 2022,the number of fans of CCTV News Douyin reached 144 million,ranking first among all media accounts.As a typical representative traditional mainstream media,CCTV News’ communication behavior in the field of short video affects the effect of official discourse occupying the Internet discourse position,and plays the role of a "wind vane" for the transformation of other traditional media to new media.CCTV News selects information according to value orientation and constructs a mimicry environment for the audience through media technology,thereby promoting the generation and transmission of new media events.Under the visual empowerment of short video platforms with the attribute of "onlookers",new media events have been more widely discussed by the public,affecting social cognition,and even forming values generally recognized by society,which shows that the spread of new media events has an important impact on society.On the one hand,the rapid development of new media makes the original media event theory lack the value of the times and cannot explain the propagation phenomenon of hot events in the Internet.On the other hand,there is currently no fixed and unified concept of new media event theory.Therefore,relying on the existing research results,this paper argues that new media events are hot events that construct issues with multiple subjects in the new media environment,publicize them in the form of new media,and can become social consensus.This paper takes the official Douyin number of CCTV news as the research object,firstly,the development status of short news video and CCTV news official Douyin number is sorted out.Secondly,the text analysis method,literature research method and other methods are used to study the reporting speed,communication subject,event content,communication mode and effect of three new media events,namely people’s livelihood news,current affairs news and international news,and summarize the current status of CCTV news official Douyin communication strategy according to the three dimensions of constructing the agenda of new media events,publicizing event attributes and reaching consensus in the theory of new media events,as well as the mismatch between CCTV news and the characteristics of short video platforms in the process of transforming CCTV news to news short video.Adapt to problems such as slow user habits.Finally,this paper puts forward opinions and suggestions for traditional media to optimize the development of news short videos and help the publicity of new media events from the three dimensions of new media event theory. |
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