Analysis of Mainstream Media's Dissemination of Viral Short Videos on Douyin: A Case Study of the Douyin Account "Host Ah Zhe"
Abstract
How to effectively capture users' attention in a short period of time and disseminate valuable, attractive, and correctly
oriented news is a major challenge for mainstream media. In order to attract the interest of the audience, it must penetrate the platform where
the users are most active. This paper focuses on the practice of spreading news through short videos of Douyin, and analyzes the account
"host A Zhe" in detail. By analyzing the basic characteristics and potential factors of viral short video news of mainstream media, this paper
provides valuable insights for improving the media convergence communication strategy of mainstream media.
oriented news is a major challenge for mainstream media. In order to attract the interest of the audience, it must penetrate the platform where
the users are most active. This paper focuses on the practice of spreading news through short videos of Douyin, and analyzes the account
"host A Zhe" in detail. By analyzing the basic characteristics and potential factors of viral short video news of mainstream media, this paper
provides valuable insights for improving the media convergence communication strategy of mainstream media.
Keywords
mainstream media, short videos, viral content, Douyin
Full Text:
PDFReferences
[1] China Internet Network Information Center. The 52nd Statistical Report on Internet Development in China [EB/OL].2023-08-28.
[2] Chen, Y. S. Analysis of the Path to Success of "Hot Selling" Short Videos. News World, 2023, 10(35): 29-31.
[3] Li, Y. Q., & Wu, X. Q. Analysis of the Characteristics of Mainstream Media's Hot-selling Short Video News—Taking the Hubei Daily Douyin Account as
an Example. News Vanguard, 2022, 17: 48-50.
DOI: http://dx.doi.org/10.18686/modern-management-forum.v8i3.12645
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