媒体融合背景下主流媒体抖音账号的转型发展策略研究

Research on the Tiktok Account Transformation Development Strategy of Mainstream Media under the Background of Media Convergence

新媒体环境下的媒体融合给主流媒体带来了更多转型的新空间。人们获取信息的渠道和媒介使用习惯都已被重新定义,从“纸媒”时代转变为“指媒”时代。传统主流媒体在时代更迭中迅速转型,借助迅速流行的抖音短视频平台,改变自身内容生产方式,优化内容的运营途径、大力发展自身的技术驱动力。在媒体融合的大环境下,传统主流媒体开拓迎合用户需求的新型传播方式,积极发展自身的抖音账号迅速“破圈”成为“网红”。对此,从内容、运营、技术三大方面对主流媒体“破圈”变“网红”的发展策略进行阐述。

Media convergence under the new media environment has brought more new space for the transformation of mainstream media. People’s access to information and media use habits have been redefined, from the “paper media” era to the “digital media” era.With the rapid transformation of times, traditional mainstream media have changed their content production methods, optimized their content operation methods and vigorously developed their own technological driving forces with the help of the rapidly exploding Tiktok short video platform. In the context of media convergence, traditional mainstream media have explored new communication methods to cater to users’ needs, actively developed their own Tiktok accounts and quickly “broke the circle” to become “Internet celebrities”.This paper mainly expounds the development strategy of mainstream media from the aspects of content, operation and technology.