Media Convergence Perspective: A Study on Narrative Innovation in Short-Video News on the Douyin Platform

Abstract

This study, situated within the policy context of media convergence and the systemic transformation of mainstream media, systematically investigates the narrative innovation logic of mainstream media’s short-video news on the Douyin platform. Employing a combination of narrative analysis and in-depth interviews, the research examines the practices of four representative media outlets. The findings reveal three primary shifts: a narrative perspective transformation from an “official monologue” to “national empathy,” prioritizing ordinary people’s viewpoints; the strategic combination of reversal, exaggeration, and surprise narrative techniques to form an attention-grabbing toolkit; and a deep morphological restructuring in narrative form from horizontal viewing to vertical immersion with multimodal integration. While these innovations have significantly enhanced the communication power and guidance of mainstream media, particularly among younger audiences, they also introduce professional risks, including the proliferation of “reversal news,” a tension between emotionalized narrative and journalistic objectivity, and a “false logic” driven by scenic effects over factual integrity. The study concludes that mainstream media must seek a balance between attracting audiences and upholding journalistic professionalism within the short-video ecosystem.