Research On The Effectiveness Of Government Information Dissemination Under The "Tik Tok" Short Video Platform

In recent years,the short-video Applications have been developing rapidly in China."Dou Yin",an attached short-video APP of "Jin Ri Tou Tiao,successfully achieved the status of industry leader with a large number of users because of its easy access,fragmented form,vivid content and precise recommendation.The traditional media platforms in which the government used to spread information have been marginalizing gradually in the omnimedia era.After the lsth National Congress of the Communist Party of China,the Party Central Comnittee is attaching high importance to the integrative development of traditional media and new media.Traditional media are required to comply with the development trend and to be positive in transition to adapt the changing of public opinion,media pattern and transmission ways.The development of "Dou Yin" has broken a new path for the spread of governmental information.As of the end of 2018,there are 5,725 governmental official accounts registered in "Dou Yin",who have become a group of sizable and influential users.In this paper,the author mainly applied literature analysis,text analysis and social investigation.Through the analysis of literatures to study the present researches on short video applications,traditional governmental information spread and how the governmental accounts spread information on short video apps;the text analysis of the Top 1 popular official governmental account-"Si Pin Jing Shi" to conclude its spread characteristics;as well as the social investigation with SPSS 20 data analyzing software of 204 questionnaires based on the effect of official governmental accounts to evaluate the communication effectiveness of "Si Ping Jing Shi" account.This paper can be divided into six sections,the first section-introduction in which the author has teased out all the related concepts of the research background,research significance,research status and the research innovation.The second section mainly studied the media environment of "Dou Yin" App in spreading governmental information,the opportunities and challenges of this platform,and the combination of short video platform and governmental information spread.The next section applied text analysis of the form,style,characters,content and expressing features of the studied case-"Si Ping Jing Shi" account.The Forth section demonstrated the questionnaire structure and feedback analysis,clarified the effect of this official governmental account through audience’s cognition,attitude and behaviors,Furthermore,the author analyzed the inspiration of governmental new media spread through "Si Ping Jing Shi,account.The last section criticized the shortage of this paper and further actions.The author conducted an in-depth examination of the individual case through empirical study theory and conducted a comprehensive conclusion for this paper,hope this paper can be a reference to researches in future towards governmental information spread under the new media era.