抖音和TikTok，两种短视频新闻实验

吕杨鹏 2023-10-05 发布于上海

展开全文

抖音和Tik Tok，两种短视频新闻实验

短视频的流行已经日渐改变人们使用社交媒体和获取信息的方式。根据Ofcom的调查，在英国12-15岁青少年中，TikTok已经成为最主要的新闻来源。在国内，抖音也成为了大众了解世界的方式。近年来，多个传统媒体纷纷入驻短视频平台，而短视频的形式也为许多新媒体带来了机遇。

华盛顿邮报：新闻“软化剂”

华盛顿邮报TikTok目前已拥有160万粉丝，主要的拍摄模式是“新闻小剧场”，戴夫（Dave Jorgenson）与同事就新闻主题展开对话。较严肃的新闻内容，也通过故事分享的方式进行软化。比如，对于2023年9月29日加州参议员Dianne Feinstein逝世的新闻，华盛顿邮报的短视频并没有重复网站上的新闻内容，而是用1分钟讲述了她亲历枪击事件并开始倡导枪支管制的小故事。相比于传统单向的新闻播报，记者们通过短视频与观众建立了更平等、更亲切的连接。

(图片来源：Washington Post的TikTok主页)

Ac2ality：“我们翻译新闻”

创建于2020年的Ac2ality，起初只是一个四人的小团队，如今已成为TikTok欧洲地区粉丝数最多的新闻媒体之一（4.4M）。正如账号简介，将新闻“翻译”为短视频，用年轻一代的方式解释新闻，是这个团队的创作初衷。创始人Daniela McArena在采访中表示，“我们希望创造和引领新的新闻浪潮”。Ac2ality的主营内容包括“今日5件事”、“1分钟新闻”、“1分钟名人采访”等等，视频中的表达往往是口语化的，并伴随讲解，插入人物照片、图表、地图和相关的新闻网页。他们的主要商业收入则源于品牌合作。

（图片来源：Ac2ality的TikTok主页）

新闻姐：鲜明的个人新闻品牌

“新闻姐”为浙江电台《城市之声》主持人的账号，作为抖音粉丝量2500万+的头部主播，“新闻姐”多以面对镜头“单口解说”的形式解释新闻。尽管视频形式较单一，但“新闻姐”凭借主持人的“半官方”身份和早前站在大众视角情绪性、质问式的表达，成功吸引了大批粉丝和关注。“新闻姐”的每个视频里，都会出现她标志性的话语“我不禁要问”。“新闻姐”以标准腔调、官媒语言风格的文本和极具个人特点的评论模式，在官方发布和个人品牌之间选择了一个更靠中的位置。

（图片来源：新闻姐抖音首页）

澎湃新闻：抖音短视频新闻新模式

澎湃新闻兼具微信、微博、抖音、快手、今日头条等平台，产品矩阵全渠道覆盖。目前澎湃新闻抖音账号粉丝量已达4068.6万，总获赞7.8亿。类似于国内多数传统媒体，澎湃新闻的抖音新闻元素很简单：基于图片、视频的新闻素材置于中心、视频上方的几行粗体大字概括新闻内容、下方小字提供更多细节、再辅以情绪饱满的流行背景音乐。抖音新闻多数以视频或图片材料为中心、风格粗放且讯息明确。尽管这种特点更多适用于简单新闻，澎湃新闻也作出在抖音解释复杂事件的尝试，如23集的《张玉环无罪之路》，用23个短视频诠释案件全程不同的代表性细节。

（图片来源：澎湃新闻抖音首页）

两种新闻实验

从演播室为背景的传统新闻形象，以办公室、卧室或绿幕为背景的个人化新闻解释人，短视频新闻总体向生活化、对话体、平等性、互动性的方向对传统新闻进行改编。

根据路透社新闻研究所报告显示，入驻TikTok的新闻媒体大多旨在吸引更加多样化、更加年轻的受众，其新闻内容和形式也大多是TikTok专供。TikTok新闻媒体通常改造平台流行的叙事形式和话题内容。比起TikTok媒体在适应平台生态的多样尝试，抖音新闻媒体更多地是形成了一种短视频新闻的固定模式。除此之外，与TikTok相似，有着具象面孔、个人观点的个人新闻解说者大量增加。

尽管短视频平台上的新闻内容总是不可避免地受到关于真实性和娱乐性的质疑，但正如《华盛顿邮报》团队的Michelle Jaconi与Dave Jorgensen所说，对于传统新闻系统的运作来说，这看似是一个小项目，但它也在实际上“强化了新闻的使命感，吸引着更多的新读者”。

作者：陈悦林晨余南兴胡璐驿

Tik Tok vs. Douyin: Two Types of Short Video News Experiments

The popularity of short video platforms, like TikTok, has gradually changed the way people use social media and access information. According to a survey by Ofcom, TikTok has become the primary news source among 12 to 15-year-old teenagers in the UK. Douyin, as the Chinese version of TikTok, also becomes the way for the public to understand the world. In recent years, various traditional news publishers have joined short video platforms, and the latter, in turn, have provided opportunities for many new media.

The Washington Post TikTok: News “Softener”

Mainly filming in the comedic style, where Dave Jorgenson and his colleagues engage in funny dialogues about news topics, The Washington Post TikTok has gained 1.6 million followers. The news content, while more serious in nature, is softened through storytelling. For instance, for the news of California Senator Dianne Feinstein's death on 29 September 2023, The Washington Post's short video did not just copy the news content from the website. Instead, they shared a one-minute story about Dianne’s personal experience with a shooting incident and how it led her to advocate for gun control. In comparison to traditional one-way news broadcasts, journalists on TikTok establish a more equal and relatable connection with the audience through these short videos.

Ac2ality: We Translate Newspaper

Ac2ality, founded in 2020, initially started as a small team of four individuals. Today, it has become one of the most popular news media on TikTok in the European region with 4.4 million followers. As stated in their account bio, Ac2ality 'translates' news into short videos and explains them for the younger generation. The co-founder Daniela McArena expressed their inspiration in an interview, 'we wanted to create and ride a wave of new journalism”.

Ac2ality's main content includes segments like “5 Things about Today”, “1-Minute Explaining News” and “1-Minute Celebrity Interviews”. Expressions in the videos are often colloquial and are accompanied by explanations, inserting photographs of people, diagrams, maps and relevant news pages. Their primary source of revenue comes from brand collaborations.

News Lady: Vivid Personal News Brand

“News Lady” is the account of the host of City Voice on Zhejiang Media Group. As one of the top accounts with more than 25 million followers on Douyin, “News Lady” explains the news in the form of a “monologue” in front of the camera. Despite the somewhat monotonous form, “News Lady” has successfully attracted a large number of fans through her formal yet personal ways of expression. Her iconic phrase “I cannot help but have to ask” used to appear in almost every video she made. With her standard accent, the language style of official news media and personal characteristics of the comment mode, “News Lady” chooses the middle place between an official release and a personal brand.

The Paper: New Mode of Douyin News

The Paper’s news production has covered a variety of platforms, such as WeChat, Weibo, Douyin, Kuaishou, Toutiao, etc. On Douyin, the number of fans of The Paper account has reached more than 40 million, with a total of 780 million likes. Similar to most traditional media in China, the elements of The Paper Douyin content are simple: photo- and video-based news material is at the center, with a few lines of bold text above the video summarizing the news, and smaller text below providing more details, complemented by emotional pop background music. Most Douyin news is centered on video or graphic material, with a bold style and a clear message. Although this feature is more applicable to simple news stories, The Paper has also made attempts to explain complex stories on Douyin, such as 'Zhang Yuhuan's Road to Innocence' series, which uses 23 short videos to explain different representative details of the case.

Two Types of News Experiments

From anchors in front of news sets to TikTokers in their offices, bedrooms, or in green-screened pictures, news in short video platforms has been adapted to be more lighthearted, conversational, and interactive.

Based on a report from the Reuters Institute for the Study of Journalism (RISJ), many media on TikTok aim to attract a more diverse and younger audience group, and their news content and formats are specifically designed for TikTok. News media on TikTok delve into the platform's popular narratives and trending topics and imitate or recreate them accordingly. Compared with the various attempts media on TikTok made to adapt to the platform, news media on Douyin has developed a rather fixed pattern of short-video journalism. Apart from that, similar to TikTok, individual news interpreters with faces and characters on Douyin have become another norm.

Although news content on short-video platforms has always been inevitably questioned about its authenticity and entertainment, as Michelle Jaconi and Dave Jorgensen of The Washington Post TikTok team put it, what may seem like a side project is actually “to reinforce the journalistic mission and draw in new readers.”

Authors: Chen Yue, Lin Chen, Yu Nanxing, Hu Luyi

Resources:

TikTok is the most popular news source for 12 to 15-year-olds, says Ofcom:

https://www./technology/2023/jul/20/tiktok-is-the-most-popular-news-source-for-12-to-15-year-olds-says-ofcom

How a Spanish startup became the second biggest European news publisher on TikTok:

https://reutersinstitute.politics./news/how-spanish-startup-became-second-biggest-european-news-publisher-tiktok

The Washington Post Is All In on TikTok:

https://www./technology/archive/2019/12/washington-post-all-tiktok/602794/

END

主编（Chief editors）: 冯碧漪江宇轩

事实核查员（Fact-checker）：赵煜

增长编辑：（Growth editor）：林适芬