“北方新报”抖音号短视频新闻运营现状及发展策略研究

Research on the Current Situation of Short Video News Operation and Development Strategy of “North New Newspaper” Tiktok Account

摘要: 目前，短视频新闻已经发展成了新闻业不可缺少的一种重要形式，也是新闻业与时代同步进行的一次重大变革。近年来，短视频新闻呈现出快速增长的态势，尤其是在抖音上，这种势头更是愈演愈烈。因此本论文以“北方新报”抖音号短视频新闻为研究对象，探究“北方新报”抖音号短视频新闻在用户认知、态度、行为等方面的传播效果，并提出了“北方新报”抖音账号在传播的过程中当前存在的不足，如内容同质化严重、缺乏互动性、短视频内容深度不够等现象，最后针对性的提出建议，使其实现更好的传播效果。

Abstract: At present, short video news has developed into an indispensable and important form of journalism, and it is also a major change in journalism in sync with the times. In recent years, short video news has shown rapid growth, especially on Tiktok, this momentum is more and more intense. Therefore, this thesis takes the Tiktok short video news of “North New Newspaper” as the research object, explores the communication effect of the short video news of “North New Newspaper” in terms of users’ cognition, attitude and behavior, and puts forward a proposal of “North New Newspaper”. It also puts forward the shortcomings of “North New Newspaper” in the process of dissemination, such as serious homogenization of content, lack of interactivity, insufficient depth of short video content, etc., and finally puts forward suggestions to achieve better dissemination effects.