Research On The Communication Of Short Videos In Government Affairs

As a new form of video social networking,Tik Tok,a short video app,has gained much popularity and penetrated many aspects of people's lives in the last few years.Not only individuals use this app,but also some government departments employ it to provide administration services.In2018 and 2019,Tik Tok had been used a lot by government departments,making the platform a powerful assistant to enhance the government's image and push ahead its work.By the advantages of large-scale platform users,high proportion of young users,and being easier to accept,Tik Tok has gradually been a new government media form with more effective services,more human-oriented approaches,and wider communication power.This paper,based on communication and sociology,analyzes the problems of promotion of Tik Tok short government video with its limitations and explores the concerning solutions,following the example of Lanzhou's traffic police's Tik Tok account.The first chapter summarizes the existing research on new media and short videos of government affairs both at home and abroad,and defines the related concepts,objects,and content involved.It should be noted that this form of short video has been taken to communicate and its function is based on the platform's characteristics and short video mode.So in this paper,the government service is limited to information dissemination service only.The second chapter takes Lanzhou traffic police as a sample to analyze the dissemination mode of government Tik Tok account,which lies in the content production,content classification and content operation.Based on the feedback from Lanzhou traffic police's Tik Tok subscribers,both online and offline,the third chapter gives a basic evaluation of the communication effect.For the offline feedback,a questionnaire was conducted while for the online part,the 217 short videos released by the police's Tik Tok account from Dec 23,2018 to Dec 23,2019 were analyzed from its like,repost and comment.On the basis of the data and research mentioned in the above chapters,the fourth one analyzes the current development dilemma of government affair Tik Tok.The fifth chapter provides the corresponding suggestions and strategies.With the research on traffic police's Tik Tok account,positive,sustainable needs for development are put forward in this paper.While adhering to the responsibility of the times,we should dig deep into the different needs of the audience;while serving the people efficiently,we should still devote to improving the output of content and the user experience.We should set up separate new media departments in government agencies and focus on developing and absorbing talents to form professional producing chains with later interaction and management.Only in this way can government affair Tik Tok break through the existing limitations and bottlenecks to achieve rapid development.