1. Introduction

In the context of the rapid development of mobile Internet technology, short video has become the core carrier of information dissemination.The 52nd «Statistical Report on the Development of China’s Internet» released by the China Internet Network Information Information Center (CNNIC) shows that as of June 2023, the number of short video users in China has reached 1.026 billion, accounting for 94.8% of the total number of Internet users [1].In this context, China’s most influential media, represented by the central-level mainstream media, is accelerating the layout of the short video field and promoting in-depth changes in news production and dissemination models.This article takes authoritative media such as Xinhua, CCTV, and China Daily as its research objects to discuss the production logic and dissemination mechanism of short video news, and reveals how mainstream media can achieve a leap in communication power while maintaining their authority.

2. Production mode: from content reconstruction to technology empowerment

In the production of short video content, the mainstream media breaks through the serious stereotypes of traditional news and emphasizes the dual attributes of “authoritative publishing + people’s livelihood perspective”.Xinhua’s video channel focuses on hitting the news scene directly at the first time, highlighting timeliness and authenticity; China Youth Network focuses on topics of concern to youth groups to achieve accurate content supply.This kind of ”high-standing, small-cut» narrative strategy presents macro issues through specific scenes and character stories, enhancing users’ empathetic ability.For example, the Global Times micro-video focuses on international hot spots in a sharp interpretation style, not only maintaining a clear position, but also resonating with the public through detailed descriptions.

The viewing habits of short videos require the content to complete the information transmission within 15 seconds to 3 minutes.Mainstream media generally adopt a ”story-based narrative» structure to refine complex events into plot units with ups and downs.When reporting on major emergencies on the CCTV “CCTV Frequency” platform, it often uses a first-person perspective or live simultaneous sound cut, supplemented by subtitles to strengthen key information, forming a strong sense of scene.At the same time, literary techniques such as suspense and emotional paving are used to enhance the attractiveness of the content.For example, <url> “Weishi China” interprets policies in an easy-to-understand way, transforming abstract provisions into concrete cases to make them easier for the audience to understand.

The widespread application of technologies such as 5G, AI, and VR has significantly improved the production efficiency and experience of short video news.AI technology is used to automatically generate subtitles, intelligent editing and speech synthesis, which shortens the news production cycle by more than 30%; VR/AR technology provides users with an immersive viewing experience, especially   when reporting high-risk events such as natural disasters and wars. It can effectively enhance the authenticity of information. For short video news using VR/AR technology, user viewing time increased by an average of 50%, and the interaction rate increased by 30% [2].

3. Communication model: from platform distribution to ecological construction

Mainstream media generally adopt the integrated media communication strategy of “one-time collection, multiple generation, and multi-platform distribution”.Taking Jiangxi Radio and Television «Today Video» as an example, it integrates resources to publish content simultaneously on platforms such as Kuaishou, Douyin, and Weibo, and adjusts the title, cover, and editing style according to the user portraits of different platforms.Kuaishou users prefer grounded people’s livelihood information, and Douyin users pay more attention to hot topics. This video has formulated a differentiated distribution plan based on this to achieve accurate reach. At the same time, relying on big data analysis technology, the user’s browsing history, likes, comments and other behaviors are analyzed to increase the click-through rate of personalized recommendations by 20%.

Media accounts have gradually evolved in the direction of «down», enhancing users’ sense of trust and closeness by shaping a «media person IP» with a distinct personality.The Guangming Network video channel features “in-depth cultural reporting” to form an intellectual and rational brand image; Zhongxin video has won a wide audience with “grounded” people’s livelihood information.Luo Zhenyu once pointed out: “The essence of content should be a virtual personality, not a collection of information.»[3] This kind of personification operation strategy makes the media no longer a cold information publisher, but an “interlocutor” with temperature and attitude.

4. Typical case analysis

As the official short video platform of the Central Radio and Television Administration, CCTV adheres to the «global perspective and Chinese perspective» in content, and takes the lead in applying cutting-edge technologies such as 4K/8K ultra-high-definition and AI synthetic anchors in technology.Its success lies in combining the high-quality content resources of traditional radio and television with the communication logic of short video platforms, which not only maintains the authority of mainstream media, but also realizes the transformation of youth and mobility.

Jiangxi Radio and Television “Today Video» has won the title of “Influential Media of the Year” for three consecutive years through Changtian News Kuaishou.Since 2024, the account has published more than 11,000 works, with a cumulative playback volume of more than 10 billion, demonstrating strong content productivity and dissemination power.Its positioning of «Jiangxi characteristics + Chinese perspective» accurately grasps the platform algorithm mechanism and user preferences, and provides a template for local mainstream media to achieve a leap in influence in the era of short videos.

5. Conclusion

In the production and dissemination of short video news, China’s most influential media is undergoing a profound transformation from “communicator center” to “user center”.Through content innovation, technology empowerment, platform integration and personification operations, mainstream media has not only held the main position of public opinion, but also reshaped the image of authority in the emerging communication landscape.In the future, only by adhering to integrity and innovation, and deeply integrating the beauty of literary narrative and the convenience of communication technology, can we continue to play a leading role in the torrent of information.