Опыт размещения новостных материалов в формате коротких видео китайскими телеканалами на платформе Douyin

Наука телевидения. 2023. № 19 (4). С. 233–269.

Проскурнова Е. Л., Чжу В., Волкова И. И.

Due to the sanctions imposed on Russia in 2022, the broadcasting of state-owned
Russian TV channels was banned in many countries. In response to the changing media environment, Russian TV companies are compelled to explore new markets world- wide to provide information about the Russian Federation. The authors identify China as a key alternative to the lost markets, given the booming Chinese media industry that offers a variety of news consumption options to the audience. Among these options, short online videos have gained significant popularity, with Douyin emerging as one of the most successful short-video platforms. This arti- cle analyzes the evolution of this phenomenon in the People's Republic of China (PRC) and aims to observe the reasons behind the format's popularity among the Chinese audience. The relevance of this paper lies in the necessity to study effec- tive and legitimate methods of news production on Chinese internet platforms for Russian TV companies. Analyzing a total of 5765 posts, the authors focus on the topics, length, and content creation methods used by three television companies (CCTV, Henan TV, Shanghai Dragon TV) when posting news on the social media platform Douyin. Additionally, a review of the regulations governing the work of Chinese and foreign media in China has been carried out. The study describes the distinctive features and development strategies of the accounts of these TV channels and concludes with recommendations that Russian media can utilize in
adapting news content for well-known Chinese online platforms.

Keywords: Китай, телевидение, новости, Douyin, генерация новостного контента