Research On Emotional Communication Of The Douyin Account Of People’s Daily

With the iterative upgrading of Internet technology,short videos have gradually become an important media communication method.In addition to conveying information,short videos also have an obvious emotional tendency,and the importance of emotion in the communication process is increasingly apparent.Douyin,as the leading platform for short videos,provides a good living space for the emotional communication of short video news,attracting multiple subjects to the Douyin platform.In the face of fierce competition,the agenda-setting advantages and unique source authority of traditional mainstream media are under great impact.People’s Daily,as a traditional mainstream media with authoritative influence,has conducted active transformation exploration and officially opened its Douyin number on 8 September 2018,and its changes have a leading and exemplary role for media at all levels.Therefore,it is of theoretical and practical significance to explore the emotional communication of the Douyin Account of People’ s Daily.This paper takes the Douyin Account of People’s Daily as the research object This paper uses the content analysis,text analysis and case study methods to explore how it achieves emotional communication.This paper collects all the video works released by the Douyin Account of People’ s Daily in 2022,determines the final sample according to the quality and hotness of the works,and categorises and organises the data according to issue,text,image and auditory.The emotional communication of specific video cases was analysed according to the above categories.On the basis of this analysis,the emotional interaction cycle between the transmitter and the receiver is summarised and the risks and strategies for dealing with emotional communication are pointed out,which ultimately provides thoughts and suggestions for the construction of a new path for emotional communication.The study found that the emotional communication model not only carries the graphic content,but also conveys emotions and values,using emotional elements as the core to mobilise the audience’s emotional resonance.The regular use of emotional communication has enabled traditional mainstream media to break away from their previous serious image and increase their online influence and public opinion guidance.However,the inappropriate use of emotion can also lead to problems such as excessive emotionality and emotional polarisation.Therefore,all media should pay attention to the reasonable use of emotions,grasp the scale of the use of emotions,and create and disseminate excellent works that are both emotional and rational.