Research On The Cintent And Effect Of The Inner Mongolia Government Tiktok Account "Inner Mongolia Traffic Police"

In recent years,China attaches great importance to the construction of public opinion position of new media,and strives to promote the development of new government media on microblog,wechat and other platforms.Since 2018 local government departments have begun to use the short video platform to spread the voice.Tiktok App has become an important member of the new media communication matrix.This paper takes Inner Mongolia Autonomous Region's government Tik Tok account‘Inner Mongolia traffic police'as the research object,combined with the title,content,video effect of the communication content is divided into seven categories,and each content type is analyzed.Among them,entertainment and emotional short video accounted for the highest proportion,hot and popular science accounted for the least.Through the data feedback of the shaking platform and the user feedback of in-depth interviews,the tiktok communication effect is analyzed from the user's perspective.The results show that the short video communication effect of‘Inner Mongolia traffic police' with the content type of emotion and image is better than that of hot video.‘Inner Mongolia traffic police'make full use of its own functions and characteristics to complete the information transmission,public opinion guidance and other government services,with a high degree of audience satisfaction and love.Finally,it points out the shortcomings of the tiktok and tries to put forward some corresponding thinking.