A Study On The Influencing Factors Of Public Participation In Douyin For Government Affairs

With the development of mobile communication technology,new government affairs have begun to switch from Weibo and WeChat to short video platforms.As of December 2018,Chinese government agencies have opened 5,724 accounts on Douyin,and have released a total of 258,000 videos,with a total of 4.3 billion likes.In May 2019,the number of Douyin platform government accounts exceeded 10,000.Today,short videos has become the main front for government agencies to attract the attention of audiences and a new way to interact with the public in government affairs.Improving public participation is one of the main purposes for government departments to use short videos.The discussion of the factors affecting the public participation of government affairs on the videos will not only help to increase the government's influence,but also provide a reference for government agencies' short video operations.This article takes Government Douyin as the research object,and explores the influencing factors of public participation behavior through literature analysis,content analysis,and SPSS data analysis.for stater,it based on the literature research and the theory of information adoption,with use from two dimensions of government's Douyin content and characteristics,such as "#","@","content theme","video duration","interesting","Originality","interactive" these seven influencing assumption factors.Then,taking-'Siping Police Affair" as an example,145 videos released from May 14,2018 to January 1,2020 to study the influencing factors hypothesis.The research divides public participation behavior into three indicators of likes,comments,and forwards,with use content analysis,SPSS analysis and other methods to analyze the relationship between the seven influencing factors and likes,comments,and forwards.The research results show that different content themes have different degrees of influence on the three dimensions of public participation.The content of "Siping Police Affairs" has attracted widespread public attention and active participation.The study found that "interesting","originality",and the symbol have a significant impact on the public participation."video duration","interactive" and "#" topic tags have no significant correlation with public participation.However,further research shows that,for the same Douyin video with "#" topic tag has a significant impact on public participation behavior.