主流媒体短视频新闻的内容呈现与传播策略--以第31至第33届中国新闻奖获奖作品为例

Content Production andCommunication Strategies of Mainstream Media Short Video News:A Case Study of the Award-winning Works of the 31st to 33rd China News Awards

从第31届至第33届中国新闻奖获奖短视频作品的总体情况看,主流媒体努力在选题、内容呈现方式以及传播策略上探索和创新。获奖短视频新闻作品涉及的题材领域广泛,时政要闻、重大突发事件以及弘扬主旋律的专题报道是最主要的三个领域。在内容呈现方式上,主流媒体采取的三个主要策略是:亲历者叙事,营造现场感;小故事切入,展现宏大主题;多元素融合,创新内容产品样态。在作品的传播上,主流媒体采取的主要策略是:跨平台匹配;社交与互动化传播;基于理性的共情传播。

From the overall situation of the award-winning short video works of the 31st to 33rd China News Awards,mainstream media has made efforts to explore and innovate in topic selection,content presentation methods,and communication strategies.The award-winning short video news works cover a wide range of subject areas,but the main three areas are political news,major emergencies,and special reports promoting the main theme.In terms of content presentation,the three main strategies adopted by mainstream media are as follows:storytelling by witnesses to create a sense of presence;showing grand themes with small stories;integrating multiple elements to innovate product formats.The main strategies adopted by mainstream media in the dissemination of works include:cross-platform matching;social and interactive communication;empathy communication based on reason.