TITLE:
Research on Empathic Communication Strategies of Mainstream Media Short Videos: A Case of People’s Daily Douyin
AUTHORS:
Jinfeng Wu
KEYWORDS:
Empathetic Communication, Short Videos, Mainstream Media, People’s Daily, Douyin
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.8,
August
21,
2025
ABSTRACT: With the continuous development of technology in the information age, digital technology is constantly evolving, social platforms are constantly expanding, and short videos are playing an increasingly important role in dissemination. Mainstream media can transmit information more quickly and increase the dissemination effect through short videos. The Decision on Further Comprehensively Deepening Reform and Promoting Chinese Path to Modernization adopted at the Third Plenary Session of the 20th Central Committee of the Communist Party of China clearly stated that it is necessary to promote the systematic change of mainstream media, build a working mechanism and evaluation system suitable for omnimedia production and communication, and promote the systematic change of mainstream media. Empathic communication, as a mainstream media, plays a unique role in guiding public opinion and achieving value recognition, which is crucial for shaping a new pattern of mainstream public opinion. This paper takes the People’s Daily Douyin short video account as the research object, and takes the concept of empathic communication as the research point. Through collecting and sorting out the empathy content and strategies of the People’s Daily Douyin short videos, this paper analyzes the empathic communication strategies and problems faced by the current mainstream media short video news, and proposes to solve the problems of short video empathic communication from the aspects of deep cultivation of content, innovative mode, rational empathy, and increased interaction, in order to provide some reference for the news practice of the mainstream media.