新闻资讯类短视频的传播发展现状研究——以《人民日报》抖音号为例
A Study on the Current Situation of Communication Development of News and Information Short Videos—Taking the People’s Daily’s Jitterbug as an Example

在科学和互联网技术的推动下，我国已然进入了移动互联网高速前进的阶段。而短视频在内容传播上有着天然的优势，其轻量化的内容形式满足了大众的内容消费习惯，人们也愈发乐意接受这种传播载体。与此同时，在媒介融合的背景下，各大媒体和平台面对着短视频的巨大冲击与挑战，积极布局短视频业务，将新闻资讯类短视频作为转型与发展的重大战略方向。以《人民日报》抖音号为研究对象，运用个案研究法、内容分析法研究方法，对其短视频新闻传播特征进行分析。随着5G建设推进，短视频创作将迎来新机遇。《人民日报》应抓住这一机会，调整定位，创新传播模式，深入专业内容，满足用户需求，实现良性互动，以保持账号活跃度和重塑权威性，推动中国传媒业态的新发展。
Under the push of science and internet technology, China has already entered the stage of high-speed development of mobile internet. Short videos have a natural advantage in content dissemination, and their lightweight content form meets the content consumption habits of the public. People are also increasingly willing to accept this dissemination carrier. At the same time, in the background of media convergence, major media and platforms are facing the huge impact and challenges of short videos, and are actively laying out short video business, making news and information short videos a major strategic direction for transformation and development. This paper takes the Douyin account of People’s Daily as the research object, using case study method and content analysis method, to analyze the characteristics of short video news dissemination. With the promotion of 5G construction, short video creation will usher in new opportunities. People’s Daily should seize this opportunity, adjust its positioning, innovate its dissemination model, delve into professional content, meet user needs, achieve a good interaction, and maintain the account’s activity and reshape its authority to promote the new development of China’s media industry.