Research On The Communication Present Situation And Countermeasures Of Government Tik Tok Under "5W" Mode

Nowadays,new carriers are emerging in an endless stream,new medium convergence are accelerating with the explosive improvement of Internet technology.In the background,short video applications arise at the historic moment.The official website of the Committee of Political and Legislative Affairs-China Changan Network,entered Tik Tok platform on March 8,2018,and became the first “Government Tik Tok”.Subsequently,government agencies at all levels have been stationed in the Tik Tok platform,covering the types of institutions such as tourism,public security,the Communist Youth League,the courts,local government affairs and culture.By January2019,registered government offices have reached 5,800.The government has achieved very good results in the areas of information dissemination,government image shaping and leading social positive energy through the use of short video platforms.“Central Communist Youth League” is one of the central state organs’ Tik Tok,repeatedly rated as “the most influential Top 10 government Tik Tok number ".Among all government agencies’ Tik Tok,it has a distinct flag,affecting the broadest range of youth groups.That’s why we consider it as the object of study.Taking the "Central Committee of the Communist Youth League" as the research object,194 short videos released by the"Central Committee of the Communist Youth League" from March 22,2018(the starting day of the chattering platform)to January 1,2019 were selected,starting from the government public communication theory,based on the American political scientist Harold · Laswell proposed "5W" mode,respectively from the dissemination of the main body--Who;Dissemination of content--Says WhatsApp;Communication channels--Which Channel;Communication audience--To Whom;The propagation effect--What Effect and other aspects are studied one by one.The content analysis method is used to analyze and discuss the release date,video titles,video themes,number of likes,number of comments,forwarding number,music source and other specific situations of videos.The study found that there was a lack of public value caused by the unreasonable"rubbing hot spot" in the " Central Communist Youth League ".Acting too much cute and"playing treasure" dispelled the "administrative nature";the interval between video releases is too long and fans are "present" enough;lack of interaction with the audience,response to the quality of the five outstanding issues.In view of the above problems,the corresponding communication countermeasures and suggestions are put forward,in order to provide valuable reference for the “Central Communist Youth League" to better develop.Admittedly,the government still has a long way to go in using the government Tik Tok to meet the masses,gather people,improve the administrative ecology and achieve the goal of good governance.But at a time when information is spreading so quickly and accurately,new approaches and initiatives of government departments in the new media era is still worthy of our expectation.