| In recent years,with the rapid development and popularity of short video platforms,Douyin has become an important gathering place for youth voices.In August 2018,Douyin launched the "Government Media Number Growth Plan",and more and more government agencies and media settled in Douyin,gradually forming a new communication pattern of "shaking between the two micro-ends".How to use the new media platform to give full play to the leading role of young people’s thoughts and play a better communication effect is an important issue that ideological and political education workers should think about under the new situation.This study uses case analysis and content analysis,and selects the representative government affairs vibrato number "People’s Daily","Communist Youth League Central Committee","China Military Network","Siping Police","Peaceful Chongqing" and "Shanxi Traffic Police" are research samples.Based on the 5W theory of communication,the objects,content,and effects of the current government affairs vibrato are analyzed,and the following characteristics are found:1.The distribution of users of the government affairs vibrato is relatively concentrated,mainly distributed in regions with high economic development levels such as Guangdong,Jiangsu,Shandong,Sichuan,Zhejiang,Anhui,etc.;2.The age of users is mainly concentrated in 18-35 years old,and men More attention is paid to women in the fields of news,politics,special police,public security,and military armed forces;3.The content of the release is roughly divided into authoritative releases,warnings,positive energy transmission,knowledge popularization,and image display,etc.;4.In general,government affairs The vibrato is deeply loved by young people,and its guiding effect is obvious;5,users have very good feedback on the "People’s Daily","Siping Police" and other government affairs vibrato,which is closely related to its authoritative and novel display form.The vibrato of government affairs has a better leading role in youth work,based on the following reasons:1.Have “exclusive” promotional strategies and principles.The vibrancy of government affairs is based on young people and understands young people,and the real starting point is the growth of young people.From the perspective of propaganda strategies,it mainly includes breaking through the dilemma of traditional ideological and political education and innovating online ideological and political education discourses;2.Setting up reasonable topics and building vibrato as a carrier of online ideological and political education for youth;3.The effect of youth ideological and political education on the Internet.The analysis and research also found that quite a few government affairs vibrato still have some problems in the process of leading young people’s thoughts:1.trying to suck the powder by the "selling miserable" style,but it is very easy to weaken the government’s image;2.the lack of adequate presentation methods Creativity;3.Insufficient interaction in the comment area,etc.By reflecting on the above issues,this article attempts to make suggestions on the future development direction of government vibrato and better guide the youth’s thinking,such as enhancing the attractiveness of information content,exploring the balance between official propaganda and entertainment,improving the feedback mechanism and strengthening the "gatekeeper" "People" team building,etc.,with a view to better fulfill the mission of youth ideological leadership and online ideological and political education. |
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