扩张与迷惘:基于影响力的短视频试验——区域媒体抖音号生产研究

Expansion and Confusion:Impact-based Short Video Experiment

本文选取了国内8家市级媒体所创办的抖音号为研究对象,采用深度访谈为主的研究方法,从内容生产的视角切入,探讨抖音号的生产特征及其对区域媒体转型的价值所在。研究发现,当下的区域媒体已能够娴熟地运用抖音句式包装并传播视频信息,构建起全国性发声渠道。但媒体号也面临如下问题:一是在“地域化还是全国化”定位上产生冲突;二是“借船出海”带来的对于播出平台的试探性和不适应性普遍存在;三是盈利模式缺失使其长期走向存疑。研究认为,徘徊在市场和体制之间的媒体抖音号尚未形成清晰的发展思路,这降低了其作为媒体转型排头兵的价值,而更多体现出一种实验色彩。

This article selects the TikTok accounts founded by 8 regional media iin China as the case study. From the perspective of content production,it discusses the production characteristics of TikTok and its value in the transformation of Chinese regional media. The study finds that the current regional media have been able to produce and transmit information with TikTok logic skillfully,and build a national communication channel. However,it is also facing some conflicts in "localization or nationalization" positioning. In addition,there is uncertainty and inadaptability in the presence of TikTok platforms. The lack of profit model makes its long-term trend doubtful. The study holds that TikTok media accounts are hovering between the market and the system,and they have not formed a clear development idea,which reduces its value of the head of media transition,has an experimental touch.