Research On Content Production And Optimization Of Popular Short Video Of Maternal And Infant Care In Tiktok Platform

The rapid spread of mobile internet and digital technology has driven the evolution of media forms.With its prominent advantages such as vividness of text,convenience of production,mobility,and strong social interaction,short videos have gradually become platform-based and industrialized,reshaping the interaction and connection between users and mass media.With the continuous expansion of short video content,various types of derived vertical content are also continuously segmented with the support of huge traffic,forming a rich media content ecosystem that is constantly intertwined with daily life,guiding people’s production and practice.In the context of social transformation and the prosperity and development of the mother and child industry,the number and influence of short videos on mother and child care have continuously increased,becoming a hot production topic and increasingly affecting the practical process of child care in real life.Based on the third party service platform "Flying Melon Data" of Tiktok short video,this paper takes the content analysis method as the basic research method,and based on the perspective of the media parenting theory,studies the content production mode and presentation form of popular short videos of mother and child rearing on Tiktok platform.Research has found that the personalization of the production subject of short videos for mother and child rearing,the Pugcization of production characteristics,the flowability of platform production,and the commercialized production logic of content realization have shown characteristics of fragmentation,privatization,and sensationalism in the audio-visual presentation process,and this provides a glimpse into the shortcomings of short video content production for mother and child rearing.Under the influence of content generalization and capital expansion in the field of mother and infant,Tiktok short videos of mother and infant parenting also exposed the disorder of content growth,which caused problems such as single convergence of content,one-sided conflict,anxiety about motherhood,lack of scientific content,blind consumption,etc.,and it was difficult to complete the transformation from entertainment content to public media based parenting resources.In this regard,this paper also points out targeted suggestions based on survey data and professional theory.The producers of mother and child care content and relevant parties should work together from the aspects of content orientation,emotional flow,professional depth,platform supervision,etc.,strengthen the normative guidance of mother and child care content production,and enhance the feasibility of Tiktok short video mediated child care and reproduction of child care resources under the joint efforts of many parties.