澎湃新闻官方微博新闻现场类短视频传播策略研究

发布时间：2018-03-08 02:32

本文选题：短视频　切入点：新闻现场　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：短视频近两年发展迅速,各种短视频应用层出不穷,各大新闻媒体也都在新媒体平台上开设了短视频板块,短视频在新闻报道上的应用是如今各大新闻媒体无法躲避的浪潮,新闻现场类短视频正在成为各大媒体的必争之地。微博近些年不断发展,新闻媒体在微博上发布的新闻现场类短视频数量不断增加。如何在竞争激烈的短视频新闻浪潮中取得成功,是各家新闻媒体需要深思熟虑的问题。为提升澎湃新闻官方微博新闻现场类短视频传播影响力,制定相应传播策略,同时为其他新闻媒体官方微博在新闻现场类短视频发布方面提供相应借鉴,本文选取澎湃新闻官方微博新闻现场类短视频为研究对象,主要使用内容分析法展开研究。澎湃新闻官方微博在2015年1月1日到2017年1月1日期间发布新闻现场类短视频微博共计815条,本文选取这815条为研究样本。首先对澎湃新闻官方微博用户特征进行分析,其次重点对研究样本进行内容分析。内容分析从样本的视频选题类型、视频标题中词语出现频率、视频相关文字态度、一天内视频发布时间点分布、一周内视频发布时间点分布、视频来源、视频长度、视频中多媒体素材使用情况、字幕添加情况、水印添加情况、画外音设置情况、采访设置情况、同一新闻事件多条发布情况十三个方面进行分析。呈现出澎湃新闻官方微博新闻现场类短视频当前传播策略,同时发现存在数量偏少、定位不清晰、呈现方式单一、品牌建设薄弱、原创精品内容不足等问题。最后从定位社会民生、根据热点选材、多形式素材呈现、设置特色栏目打造品牌、坚持原创,加强队伍建设、选取精华片段压缩视频时间、用户需求出发侧重晚间发布、与澎湃新闻官方网站、客户端联动发展七个方面提出优化策略。
[Abstract]:Short video has developed rapidly in the past two years, and a variety of short video applications have emerged in endlessly. All major news media have also set up short video plates on the new media platform. The application of short video in news reports is a wave that the major news media cannot avoid today. Short video of the news scene is becoming a necessary place for the major media. Weibo has been developing continuously in recent years. The number of live short videos released by the news media on Weibo has been increasing. How to succeed in the fierce competition of short video news, It is a question that various news media need to consider carefully. In order to enhance the influence of Weibo, the official news official of the paperboard, in the dissemination of short videos, we should formulate corresponding communication strategies. At the same time, it provides the corresponding reference for other news media official Weibo in the news scene type short video release aspect, this article selects the upsurge news official Weibo news scene type short video as the research object, Mainly using the content analysis method to carry out the research. Weibo, the official of the paperboard, released 815 short video clips from January 1st 2015 to January 1st 2017, a total of 815 short videos of the kind of news scene. This paper selects these 815 items as the research sample. Firstly, it analyzes the user characteristics of official Weibo, and then focuses on the content analysis of the research sample. The content analysis is based on the type of video topic of the sample, the frequency of words appearing in the title of the video. Video related text attitude, distribution of time points in a day, distribution of time points in a week, source of video, length of video, use of multimedia material in video, subtitle addition, watermark addition, etc. The setting of voice-over, the setting of interviews, the situation of multiple releases of the same news event are analyzed from 13 aspects. It presents the current communication strategy of the short video of Weibo, the official news scene of the surging News, and at the same time finds that the number of short videos in the news scene is on the low side. Problems such as unclear positioning, single presentation, weak brand construction, insufficient original quality content, etc. Finally, from the perspective of people's livelihood, according to hot spot selection, multi-form material presentation, setting up special columns to create brand, insist on originality, Strengthen the team construction, select the best segment to compress the video time, the user needs to focus on the evening release, with the official website of the news, client-side linkage development seven aspects of the optimization strategy.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G210.7

【参考文献】