A Study On The Tik Tok Government Account"the Central Committee Of The Communist Youth League Of China"

Starting from 2017,short videos are regarded as a new growth for China Mobile Internet culture,which promote the rapid development of various kinds of short video applications and the constant increase of short video users.In order to strengthen the communication with the people,Chinese government agencies at all levels avail the opportunity provided by those short video platforms,like Sina Weibo,WeChat and Tik Tok successively,to achieve more direct contacts.“The Central Committee of the Communist Youth League of China”,being one of the first accounts of the Central Authorities,can be seen as a typical example for having gained more than 2 million subscribers in mere over half a year since March 2018 and its videos having been liked more than 36.9 million times.Therefore,it is considered as an online celebrity by the media,ranking among the Tik Tok top 10 government accounts in terms of subscriber quantity in 2018.Based on the preceding information,this paper takes the Tik Tok government account “The Central Committee of the Communist Youth League of China” as the research object,and collects short video samples which has been released from March2018(the starting date of this account)to the end of 2018.Employing the method of content analysis,the author focuses on four main analysis frameworks: subjects,images,sounds and titles of those short videos,and analyzes from seven perspectives which are contents and themes of short video samples,image characters,image types,sound types,emotion types of background music,whether the titles have hashtags,and stylistic features of short videos' titles.After systematic content analysis,it is summarized that the operation strategies of the account “The Central Committee of the Communist Youth League of China”.Firstly,this account is clearly targeting the specific group of audience and narrows the distance between the audience and itself through the personification operation.Secondly,what proves to be the guarantee of the output of high-quality content is the UCG production mode and the inspectedpromotion by the Central Committee of the Communist Youth League of China.Besides,this account delivers mainstream values in intriguing ways and arouses the emotional resonance by adopting the popular narrative mode.In addition,the author of this paper attempts to put forward several suggestions on the improvement of the Tik Tok government account,such as ameliorating the theme promotion and the fusion production;paying attention to the public property of itself and avoiding the trap of "the Three Vulgarities"(the phenomenon of art project being vulgar and kitschy);and promoting the branding of this account as well as seeking the realization of situation comedy as a new way.