融媒体时代宁夏主流媒体抖音号融合发展现状及优化路径

Current Integral Situation and Optimized Path of Main Stream Media TikTok in Ningxia during the Period of Convergence Media

宁夏主流媒体抖音号短时期内呈现出规模化发展态势,但同时也面临着区域媒体原创性内容供给不足、账号尚未形成品牌和口碑、与用户无法建立强连接和深互动等结构性难题。要想成为意识形态的主阵地、舆论宣传的主战场和区域媒体发展的领跑者,宁夏主流媒体抖音号需要借鉴其他媒体抖音号的成功经验,深度融合抖音短视频平台的规则,实现硬新闻内容和短视频视觉化、故事化、情感化等软传播的兼容发展。

Tiktok,the mainstream media in Ningxia,has shown a trend of large-scale development in a short period of time,but also faces new structural problems such as insufficient supply of original content of regional media,no brand and reputation of the account,and no strong connection and deep interaction with users.In order to become the main position of ideology,the main battlefield of public opinion and the leader of regional media development,the mainstream media Tiktok in Ningxia needs to learn from the successful experience of other media Tiktok,deeply integrate the rules of Tiktok short video platform,and achieve the compatible development of hard news content and short video visualization,storytelling,emotional and other soft communication.