Research On The Dilemma And Strategy Of Government Tik Tok Communication From The Perspective Of Media Ecology

As an important communication channel between the government and the society,the form of government affairs communication has been developing with the development of media technology.After the development of traditional media,PC terminal,two micro one end and other forms,mobile short video platform has become a new favorite of current government affairs communication.Since the government media entered the Tik Tok in 2018,the domestic academic circles have been studying the phenomenon of mobile communication of the short video platform.However,their research field of vision is relatively focused on summarizing the problems and proposing countermeasures from the content released by the Tik Tok of Government Affairs,and it does not show the impact of short videos as a new social media on the experience of previous government communication.Based on the perspective of media eology,this paper discusses the problems faced by government Tik Tok signal from two perspectives: the bias of the message flow of Tik Tok platform and the bias of individual perception.The research found that: under the influence of the bias of the message flow of Tik Tok short video platform,the government Tik Tok is faced with the problems such as the failure of agenda setting,the paradox of discourse expression,the lack of text proliferation drive and the unbalanced development of the subject.Under the influence of individual perception bias,government Tik Tok is faced with the problem of public perception emotion starting and impression management diluting the responsibility of operators.This paper proposes to stick to the public attribute and break the discourse paradox;establish publicity matrix and highlight agenda setting;optimize the allocationofresources and coordinate the development of subjects at all levels;ptimize the symbol combination and perfect the strategy of the evaluation system.