Research On The Visual Communication Of Government Tiktok

With the development of Internet technology,short videos have developed rapidly due to their fragmentation and strong dissemination.In the face of new trends,government agencies have entered the Tiktok platform one after another,opening the era of government affairs 3.0.Compared with government affairs Weibo and government affairs We Chat,government affairs Tiktok incorporates a variety of visual elements to inject new vitality into government affairs publicity.The introduction part of this article introduces the research background and research significance,and the literature review sorts out and summarizes the existing research results of government affairs Tiktok and visual communication.It is found that there are few documents studying government Tiktok from the perspective of visual communication.The first part of the first chapter defines the concept of Government Tiktok,analyzes the reasons for the emergence of Government Tiktok from the aspects of technology,policy and audience,and briefly introduces the account types of Government Tiktok.The second part defines the concept of visual communication,and introduces the development of visual communication from the perspective of technological evolution.The second chapter is based on the Feigua data platform,selects the top 50 government Tiktok accounts in the October,November,and December 2020 government affairs rankings,and then adds the Feigua index of each government Tiktok account for three months.,Sort in descending order,get 50 government affairs Tiktok accounts,select the5 short videos with the highest likes in 2020 among these 50 government affairs Tiktok accounts,and get 250 short video samples,taking 250 short video samples as The research object uses the content analysis method to analyze and summarize it in detail,and explore the visual communication characteristics of government affairs Tiktok.The third chapter discusses the value of government affairs Tiktok visual communication from three aspects: image shaping,social governance and public opinion guidance;the last chapter finds that government affairs Tiktok has fuzzy positioning from the four aspects of communication subject,communication content,communication form and communication effect.,Single content,lack of memory and macro imbalance.In response to the existing problems,this article uses Rogers’ innovation diffusion theory to propose three optimization strategies,namely,creating high-quality content based on the local characteristics of the department;grasping the entertainment standards and enhancing government credibility;innovating content forms and improving short video quality.