| In recent years,with the development of science and technology and the popularization of communication technology,people’s right to use media has greatly increased,but the subsequent "networked individualism" and "information excess" are eliminating the government’s right to speak and hindering politics.The normal operation of the spread.In response to this,Chinese government departments actively innovated governance strategies and kept pace with the times,and successively created government affairs Weibo,government affairs We Chat,and government affairs APP.Nowadays,when short videos are all the rage,short videos for government affairs have also emerged and are valued by the government as the latest political communication tool.Government departments try to use this "short,flat,and fast" medium to realize the functions of government information transmission,image shaping,public opinion guidance,and service to the public,so as to enhance communication,guidance and credibility,and better realize social governance.This article takes government affairs short videos as the research object,adopts literature research methods,case analysis methods,and content analysis methods to summarize the concept definition,development background and current situation of government affairs short videos,and explain the characteristics and purposes of government affairs short videos.On this basis,try to use the scene theory in communication,the concept of media rituals and the theory of daily life in sociology to explore and analyze the government image created by short government affairs videos,and try to clarify the transmission path of government affairs short videos and their impact on the government.The influence of image building and dissemination.Based on the sample data of the "Shenzhen Traffic Police" Douyin account,the research has drawn the following conclusions: First,the use of a daily communication mechanism is the key to innovating the political communication model.The short government affairs video releases daily content and integrates with civilians and networks.The elements of ”can more attract users’ attention and attention;secondly,the government’s work can be displayed from multiple angles and levels,and the government’s image can be embodied.It can improve people’s cognition by showing the work dynamics,personalities,office scenes,etc.of government workers.Then enhance their psychological identity and reshape the government image;thirdly,the "media ceremony" constructed through short videos can gather social consensus,enhance the collective identity of the people,and promote social harmony;finally,stable content output and efficient interaction are government affairs.Guarantee of normal operation of short videos.Regarding how short videos can better build the image of the government,the author,based on the research conclusions,believes that we should start with reforming the government image framework,creating a new media communication chain,adopting personalized communication strategies,and connecting mainstream media to promote government short videos from the government."Mouthpiece" is transformed into "a bridge of communication",fulfilling the tasks assumed by the role played by short government affairs videos. |
