本文選題：短視頻　切入點(diǎn)：新聞現(xiàn)場　出處：《河北大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：短視頻近兩年發(fā)展迅速,各種短視頻應(yīng)用層出不窮,各大新聞媒體也都在新媒體平臺(tái)上開設(shè)了短視頻板塊,短視頻在新聞報(bào)道上的應(yīng)用是如今各大新聞媒體無法躲避的浪潮,新聞現(xiàn)場類短視頻正在成為各大媒體的必爭之地。微博近些年不斷發(fā)展,新聞媒體在微博上發(fā)布的新聞現(xiàn)場類短視頻數(shù)量不斷增加。如何在競爭激烈的短視頻新聞浪潮中取得成功,是各家新聞媒體需要深思熟慮的問題。為提升澎湃新聞官方微博新聞現(xiàn)場類短視頻傳播影響力,制定相應(yīng)傳播策略,同時(shí)為其他新聞媒體官方微博在新聞現(xiàn)場類短視頻發(fā)布方面提供相應(yīng)借鑒,本文選取澎湃新聞官方微博新聞現(xiàn)場類短視頻為研究對(duì)象,主要使用內(nèi)容分析法展開研究。澎湃新聞官方微博在2015年1月1日到2017年1月1日期間發(fā)布新聞現(xiàn)場類短視頻微博共計(jì)815條,本文選取這815條為研究樣本。首先對(duì)澎湃新聞官方微博用戶特征進(jìn)行分析,其次重點(diǎn)對(duì)研究樣本進(jìn)行內(nèi)容分析。內(nèi)容分析從樣本的視頻選題類型、視頻標(biāo)題中詞語出現(xiàn)頻率、視頻相關(guān)文字態(tài)度、一天內(nèi)視頻發(fā)布時(shí)間點(diǎn)分布、一周內(nèi)視頻發(fā)布時(shí)間點(diǎn)分布、視頻來源、視頻長度、視頻中多媒體素材使用情況、字幕添加情況、水印添加情況、畫外音設(shè)置情況、采訪設(shè)置情況、同一新聞事件多條發(fā)布情況十三個(gè)方面進(jìn)行分析。呈現(xiàn)出澎湃新聞官方微博新聞現(xiàn)場類短視頻當(dāng)前傳播策略,同時(shí)發(fā)現(xiàn)存在數(shù)量偏少、定位不清晰、呈現(xiàn)方式單一、品牌建設(shè)薄弱、原創(chuàng)精品內(nèi)容不足等問題。最后從定位社會(huì)民生、根據(jù)熱點(diǎn)選材、多形式素材呈現(xiàn)、設(shè)置特色欄目打造品牌、堅(jiān)持原創(chuàng),加強(qiáng)隊(duì)伍建設(shè)、選取精華片段壓縮視頻時(shí)間、用戶需求出發(fā)側(cè)重晚間發(fā)布、與澎湃新聞官方網(wǎng)站、客戶端聯(lián)動(dòng)發(fā)展七個(gè)方面提出優(yōu)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.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G210.7

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 王曉紅;任W歓，

本文編號(hào)：1582049