Social Communication of Chinese Mainstream Media in Tiktok.

บทคัดย่อ

        Purpose of this study is to study the social communication of Chinese mainstream media in Tiktok, and promote the positive interaction with the audience in news information dissemination. Consequently, the audience's satisfaction with mainstream media short video news at the cognitive level, attitude level and behavior level was examined. The research object is the users who have watched the short video news of mainstream media on Internet social networking platforms such as Tiktok. A questionnaire was distributed through the online survey platform "SoJump", and 423 valid responses were obtained for SPSS data analysis. Finally, the research findings emphasize that the audience has high expectations for social news forms and believes that interactive social short video news will become the mainstream form of news in the future. Better utilization of social media may enhance the innovation of mainstream news media, transform their discourse style, and expand their influence in future development.