A Comparative Study Of Government Affairs Weibo And Government Affairs Douyin

With the development of short video applications,the channels for government information disclosure have been further expanded.Due to their strong communication capabilities,younger user groups,and active interactive atmosphere,short videos have attracted great attention from government departments at all levels in recent years..Since the launch of the first government Douyin in March 2018,government departments at all levels have settled in Douyin application,and the overnment affairs short video has entered a stage of rapid development,becoming another major new media for government affairs after the Weibo WeChat and mobile client.Therefore,through a comparative analysis of traditional government media and short videos,exploring ways to increase the overall influence of new government media is of great significance for improving the efficiency of information dissemination and public service capabilities of government agencies.Based on the theory of media influence formation,this paper constructs a comparative analysis framework of government microblogs and government short video.Taking Shanghai and Beijing accounts on Weibo and Douyin as the empirical research objects.First,analyze the basic information of government microblogs and government short videos to study the overall construction status of different government media platforms.Second,analyze the information capacity and information supply stability of different media platforms by statistically analyzing the frequency of information released on government microblogs and government Douyin.Third,from the perspective of user behavior,study the interactive behavior characteristics of users of different media platforms.Finally,from the perspective of the external form characteristics of the content and the internal topic characteristics of the content,explore the content construction status of different media platforms and the user preferences on content topics.The internal topic feature analysis mainly includes high-frequency word analysis,burst point information analysis and topic attention analysis.This paper uses the method of manual topic extraction and LDA topic extraction to identify content topics of different media platforms.On the basis of this,the concept of topic attention is introduced to compare the topic attention of different platforms and cities.At the end of the paper,according to the conclusion of empirical research,the current problems in the construction of government media are put forward.In view of the existing problems,suggestions are made in terms of media integration,content operation mechanism,user awareness,attract users' attention through key content and platform differentiation construction.The research results of this paper will help to improve the overall influence of the government media and promote the integrated development of the government media.