摘 要

当前，信息网络技术飞速发展并广泛应用于社会生活的诸多领域，以网络技术为基础的各类新媒体技术与新媒体平台蓬勃兴起，深刻地影响着人们生活的各个方面。新媒体不仅在应用理念、实施流程、传播模式等方面对传统媒体形成巨大冲击，也为我国政治传播提供了全新的视角与机遇。四川观察作为传统媒体转型新媒体，在新闻类短视频中占有一席之地，具有一定的借鉴意义。该研究立足于传播学视角，选择拉斯韦尔的5W理论来对四川观察在抖音平台上的传播策略进行细致分析，试图从四川观察的现状分析四川观察借助抖音平台实现有效传播的内在原因。本文通过运用文献资料法、案例分析法等研究方法，在分析传播主体实名和受众属性特征的基础上，深度解读四川观察在抖音平台上传播内容和传播手段的选择如何满足受众的偏好和需求以及共青团本身的传播目标，进而从播放、点赞、评论等数据评估其传播效果，最后运用5W理论对四川观察进一步发展和深化传播效果提供改进对策，同时也为其它传统媒体在新媒体环境下的主流价值观和传播提供有益的参考和借鉴。

Research on communication strategy of Sichuan observation

ABSTRACT

At present, with the rapid development of information network technology and its wide application in many fields of social life,all kinds of new media technology and new media platform based on network technology are springing up, which deeply affect every aspect of people life. The new media not only has a great impact on the traditional media in the aspectsof application idea, implementation process and communication mode,but also provides a brand-new perspective and opportunity for our country political communication. As a new medium in transition from traditional media to new media,Sichuan Watch has a place in the short video of News, which has certain reference significance. The research is based on the perspective of Communication Science,and chooses Harold Lasswell 5w theory to analyze the communicationstrategy of Sichuan observation on Douyin Platform,this paper attempts to analyze the internal causes of Sichuan Observation effective communication with the help of Douyin platform from the current situation of Sichuan observation. In this paper, through the use of literature, case analysis and other research methods,on the basis of analyzing the characteristics of the real name of the communication subject and the attributes of the audience,an in-depth interpretation of how the content and means of communication chosen by Sichuan Observatory on the Douyin Platform meet the preferences and needs of the audience as well as the communication goals of the cyl itself, then from the broadcast, like, comments and other data to evaluate its dissemination effect, and finally use the 5W theory to further develop Sichuan observation and deepen the dissemination effect to provide improvement countermeasures, at the same time, it also provides the beneficial reference and reference for other traditional media mainstream values and dissemination under the new media environment.

KEY WORDS Sichuan observation; Short Video; Douyin