基于短视频平台的地方媒体信息传播路径创新

Innovation of Local Media Information Dissemination Paths Based on Short Video Platforms

地方媒体需重视对短视频的创优,从创建主题、创新表达、创意呈现等多个维度提升内容影响力和平台传播力,以更为优质、新颖的短视频,提升受众对地方媒体的信任度、喜爱度。该文从短视频与地方媒体信息传播的存在关系入手,试图探讨短视频有效传播信息的对策。调研结果表明,地方媒体基于短视频平台的宣传中,存在泛娱乐性与严肃性有严重矛盾、群众对休闲娱乐文化的强烈需求、“中心化”与“去中心化”的利益博弈等实际情况。基于此,该文提出打造精品内容,承担社会责任;发挥地缘优势,引导服务用户;增强用户互动,鼓励用户参与;创设品牌栏目,增加内容黏性的相关对策,以期为地方媒体基于短视频平台进行信息传播提供理论参考。

Local media should attach importance to creating excellence in short videos,enhancing content influence and platform dissemination from multiple dimensions such as creating themes,innovative expressions,and creative presentations,in order to enhance audience trust and love for local media with higher quality and novel short videos.This article starts with the relationship between short videos and local media information dissemination,and attempts to explore strategies for effective dissemination of information through short videos.The research results show that in the short video platform based propaganda of local media,there are serious contradictions between pan entertainment and seriousness,the strong demand of the masses for leisure and entertainment culture,and the interest game between"centralization"and"decentralization".Based on this,the article proposes to create high-quality content and assume social responsibility,utilize geographical advantages to guide service users,and enhance user interaction and encourage user participation.Establishing brand columns and increasing content stickiness are relevant measures to provide theoretical reference for local media to disseminate information based on short video platforms.