All media talents | How can mainstream media reporters "break the circle" in the short video era

Author: Qilu Evening News reporter Gao Hongri, Lv Huayuan, editor of the Dazhong Newspaper Group Rong Media Center

Source: "All Media Exploration" June 2022 issue

Abstract: In the context of the melting media, the source of public opinion has a diversified trend. Short videos, as the most intuitive media form and news content carrying model, have become an important direction for information dissemination. In the short video era, how to closer the distance from the Internet audience and how to continuously iterate and upgrade in the "breaking circle" and "built circle" is an important issue that needs to solve and improve.

Keywords: short video; mainstream media; integration and transformation

1. The inevitable of "breaking the circle"

During the video of news products, this is a new media format that the mainstream media must face during the re -construction of the communication system. For mainstream media, Douyin is undoubtedly an important platform for building a modern communication matrix. Facing the rapid development of Douyin's short video and huge user bases, since March 2017, mainstream media have settled in the Douyin platform, and mainstream media such as People's Daily, CCTV, Xinhua News Agency have opened Douyin accounts. On August 24, 2019, CCTV's "News Broadcast" officially settled in Douyin and opened the official account "News Network". Within one day after the first Douyin short video was released, the number of fans of the shaking number exceeded 15 million , Rush on the first place on the hot search list on the day. The "explosive" growth of the Douyin of "News Broadcast" provides a possible direction for the combination of mainstream media and new media. Ai Media Consultation "Special Research Report on the Special Research Research Research Research Research Research Research Report of China's short video head market competition status" shows that more than 1,340 media accounts have been certified on Douyin, more than one million short videos have been released, and the cumulative number of praises exceeds 10 billion yuan The annual volume of mainstream media content was nearly 80 billion times.

As the connectionr of the news facts and the audience, reporters and hosts play a vital role in this integration and transformation, and have innate advantages different from other content producers on the short video platform. Taking the Xinhua News Agency reporter Zhang Yang as an example, on October 14, 2021, two days before the launch of "God Thirteen", the Douyin "Zhang Yang" released the first Douyin work, less than 24 hours, the fan of the account, the fan of the account. The number exceeds 100,000. Subsequently, Zhang Yang Studio interviewed Zhang Yang's interview with Wang Yaping's report on the Internet. The report became the main source of information for hundreds of news media and self -media for secondary creation and dissemination. The golden sentences such as their own beauty function "quickly spread. As of June 15 this year, Zhang Yang's personal number of fans exceeded 1.05 million.

From the central media to the local media, the reporters of "Breaking Circle" frequently appeared: CCTV's "News Network" host Kang Hui, as a reporter, released "Kanghui VLOG" during the report of the two conferences in the country. Bilibai platform became popular; Hai Yan, a senior reporter of Inner Mongolia News Comprehensive Channel, became the first million fan journalist anchor of Kuaishou ... Use a variety of expressions such as short videos to create "Internet celebrity reporters" and "Internet celebrity host". A major feature of the transformation and development of the short video era. The reporter "breaking the circle", with a more grounded communication method, closer the distance from the audience, and create a personal IP, it also provides a help for the transformation and development of the media.

2. The difficulty of "breaking the circle"

Today, the "breaking circle" has gradually become a popular puppet in the media industry. However, from the actual situation, the accounts of most media people have been flooded by a large number of individuals, and few of them have successful breakthroughs. The reason is that the following aspects are mainly: the characteristics of the content are not clear and the homogeneity is serious; the performance method is single, but the original video is simply edited, or the video release of the news release. Poor interaction and weak emotional expression, unable to move the audience instantly. The reason why the above situation occurred was very related to reporters' lack of understanding of short video dissemination. Many reporters just use the short video platform as another channel for news information. While the manuscript is released, the manuscript is released according to the short video format and the request is uploaded and published by simple editing. Not only does the content have no new ideas, but also because the editing is not missing part of the information to bring various obstacles to the audience. If the picture quality is not clear, it is not surprising that such short videos are not recognized by the audience.

Short videos are just a means of communication, not the purpose of spreading. The reporter settled in the short video platform, which can only be regarded as the first step of "breaking". A better traditional news work does not mean that you can suck countless powder on the new media platform. Faced with the realistic trend of the increasingly enhanced effects of the dissemination and "information cocoon houses" in the current spread of the ecosystem, how to carefully polish production content in accordance with the laws of short video dissemination, cater to the habits of the information of Volkswagen in the mobile Internet era, and form a new outlook on creative views. Independent.

3. How to "break the circle"

The split of "Internet Red Reporter" is "Internet celebrities"+"reporter", "reporter" is the core, and "Internet celebrity" is a way and means to reach the postal behavior of reporters, or the reporter realizes the "breaking circle to break the circle. "One path. Therefore, "Internet celebrity reporters" must have both characteristics of high quality and high charm. As a mainstream media reporter, strong ideological and political quality and professionalism are necessary. As an Internet celebrity, a unique and vivid style can fully show personal charm and help quickly break through on the new media platform to break through quickly. Essence If the reporter wants to successfully "break the circle", he needs to properly handle the relationship between these two characteristics. 1. Emotional transmission, news with attitude

Being a news with attitude is the professional advantage of mainstream media journalists and duties. The new pattern of communication in the entire media era is based on the Internet. The characteristics of the main body of content, and interactive communication, which seriously affect the current public opinion ecology. In the news spread, once a certain event forms a hot spot due to the public's attention, the media will move from the media, and the topic of the sound manufacturing of all parties will help the hotspots to become a boiling point, forming a strong wave of public opinion. In this communication context, mainstream media should firmly grasp the orientation of public opinion, adhere to the position of public opinion, innovate the content and form of propaganda, effectively carry out the agenda settings, make mainstream sounds, and guide public emotions. On the new media platform, emotional and emotional news can attract the attention of the audience. Compared with the era of traditional media, the news and communication attitude of the new media platform can be clearer. The stereotypes of the traditional media before traditional media are difficult to impress the audience, and it can be hearty.

2. Instantly move, make videos with temperature

In the short video era, the "elite" communication state formed by mainstream media for a long time must also be adjusted and changed. In this regard, Jiang Fei, dean of the School of International Journalism and Communication of Beijing University of Foreign Languages, described this: From the perspective of discourse, we have been surrounded by information and data in the traditional sense, but only from the perspective of ecology, light up this information and data to light up the data and data on the perspective of ecology. Only to achieve the effect of spreading.

"Story telling" is an effective way of communication. Packing the information into a temperature of temperature is spread, and the information will be vivid and more likely to be touched after putting on the coat of the story. In 2021, a "ordinary love story" video was hot. A general rescue of a firefighter in Heilongjiang's fire driver in the car accident was not the rescue process that moved netizens, but the story that the driver received his wife during the rescue process. "Don't talk first, my wife called me, she was pregnant." In a word, she hit the tears of netizens in a word. When the driver answered the phone, he pretended to be calm and careful expression that warmed countless people.

3. Visual rendering, rich expression

Different from the era of traditional media, the audience has changed all aspects of the way of receiving information in the short video era. From a single information receiving mode to a scenario experience model, the demand for information appearance is becoming more and more harsh. Short videos can be said to be a wealthy media. It can integrate the original single text, pictures, sounds, and screens, and use the lens to spread richer information more intuitively, and then pass the emotions. In the context of digital technology in the field of media, the boundary between UGC (user production content) and PGC (professional production content) becomes more and more blurred. It is one or two platforms. Whoever has creativity and who pays more attention to appearance packaging, who can better convey emotions, can attract the attention of the audience.

4. Two -way interaction, connect to the public with your heart

After the "God Thirteen" returned to the cabin, when Xinhua News Agency reporter Zhang Yang went to interview the opening of Zuru Ming, he did not ask questions about the opening process and how to train. When the backpack is "unpacking" once. It is this live broadcast of "not pressing on the routine" that let the audience of the onlookers shine. In the words of publicity, compared to some modified traditional news broadcasts, everyone wants to see a real person on the new media, and see the experience and feelings of the first perspective. The interaction between the reporter and the audience is not enough to rely on the comment area. More directly and more effective the instant interaction in live broadcast or video, and this interaction requires reporters to "go to reporters". The role of the reporter is not only a questioner, but also a participant in the incident. It is also part of the overall narrative. You should forget the existence of the camera and complete a story with the news characters. The actions such as Zhang Yang's wrench, test opening, and opening the backpack are a good interpretation.

Fourth, conclusion

The term "broken circle" originates from the fan group and the two -dimensional network space. The current communication trend is that in order to fight for more users, the relative niche new media broke through the spread of specific groups to the public, and the subculture circle penetrated into the mainstream cultural circle. In this situation, if the mainstream media still maintains the stereotypes of traditional news and preaching, the dominant position in the public opinion field will only be weakened further. From the spread of the public to the spread of the public, breaking the mainstream circle to the Asian cultural circle barriers constructed by the virtual platform, and absorbing some of the style of the subculture, it is the "breaking circle" path of the mainstream media.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X.Pioneer in August 2021.The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

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