Research On The Government Image Communication Of Government Short Video

In recent years,China 's government agencies at all levels have fully implemented General Secretary Xi Jinping 's new era of socialist ideology with Chinese characteristics and important speeches on propaganda and ideological work.Actively use new government affairs media to promote open government affairs,optimize government services,build social consensus,and innovate social governance.With the implementation of the national "Internet +" strategy,new government affairs media have followed the trend and emerged from time to time.With the presence of government agencies in the Douyin platform as of March 2018,government agencies at all levels have created government affairs numbers on the short video application platform to spread government ideas and shape government image.A new platform for post-government work.The government affairs short video,with its short,succinct,distinct themes,simultaneous sound and picture,discourse-friendly,and participatory communication advantages,has changed the form of traditional e-government affairs,bringing new government information,public service provision and government image building Development Opportunities.As a new form of media,the rapid development of government affairs videos has inevitably caused problems such as lack of new media thinking,unclear function positioning,homogeneous content,and inadequate management mechanisms.This has led to public opinion in government propaganda work.The weak guidance and the imbalance and incompleteness of the government image have severely affected the government image and credibility.This article from the perspective of communication studies,using literature analysis,content analysis and case analysis,and other research methods to conduct a comprehensive research on the government image of government affairs short video dissemination.Based on the analysis of the main body,content and expressions of the "Shanxi Traffic Police" Douyin government affairs short video,the characteristics of the excellentgovernment affairs short video were summarized,and the development opportunities and problems of government affairs short videos in the government image dissemination were discussed.And put forward the following countermeasures to create high-quality government affairs short videos and enhance the effect of government image dissemination: accurately grasp its own positioning and establish a "people-oriented" communication concept;adhere to the content as the king,and lead the development with innovation;grasp the public demands and meet social needs;Topics,grasp the art of communication;integrate internal and external resources to build a development matrix of "two micro-ends and one video";optimize the operating model and build a core operating team.Make good use of new media,make good use of short government affairs videos,and make new contributions to the spread of government image!...