Research On Image Communication Of Anhui Universities Under The Background Of The Emergence Of Short Video ——Take The Official TikTok Account Of Universities As An Example

As a social organization,colleges and universities must pay attention to the communication of their own image if they want to get wide attention.A good image of colleges and universities can improve the visibility and influence of colleges and universities and enhance their core competitiveness,which is an important intangible asset in the development of colleges and universities.In the process of image communication,colleges and universities must rely on the great communication power of emerging media,and short video,as a popular emerging media,naturally becomes the preferred platform for image communication of many domestic colleges and universities,especially the official ShakeYin number of colleges and universities,as the leading short video platform of domestic colleges and universities,has played an increasingly important role in the process of image communication of colleges and universities.This paper mainly uses content analysis method and questionnaire survey method to select 11 representative official TikTok accounts of colleges and universities in Anhui Province as the main objects of research,and conducts systematic investigation on their construction,operation,content and communication effect of works.The investigation results show that:in terms of college image communication,the official TikRok accounts can promote the positive image of colleges and universities,promote students’ identity and cohesion,and promote the outward communication of college image;at the same time,they will also face many challenges such as complicated network environment and confusion of public opinion environment.Although colleges and universities attach importance to the role of official TikTok accounts in the image dissemination of colleges and universities,due to the influence of actual operation,specific work development and media environment,there are still problems such as low practical significance of some works,differences in construction levels,high homogeneity of video content,low stickiness of account audience and account ignoring the function of public opinion guidance.In view of these problems,universities should set up scientific thinking,adopt effective measures such as clarifying account positioning,improving video quality,strengthening video management and focusing on public opinion guidance to further optimize the communication effect of official TikTok account and make it play a more active role in the process of external communication of university image.