Research On The Influencing Factors Of The Communication Effect Of Public Security Short Videos On Tiktok Platform

With the increasing popularity of short video creation,in recent years,many government agencies have used new media platforms such as Tiktok to accurately convey information to the public at the first time,achieving good communication effects.There are many vertical subdivisions of government Tiktok,the most active is the public security category under the political and legal system.At the same time,I understand that many public security and government Tiktok accounts have some problems,such as uneven content,rough and shoddy production,etc.Many Tiktok accounts are in a state of non-quality development,which makes short videos unable to achieve effective dissemination.Based on this background,this paper selects public security Tiktok short videos as the representative of government affairs Tiktok short videos,and explores the influencing factors of its communication effect.By sorting out and summarizing the domestic and foreign research literature on the influencing factors of public security and government short video dissemination,combined with network dissemination theory,information adoption model,etc.Starting from the two dimensions of short video characteristics and creator characteristics of public security short videos,combined with the actual data of selected public security short videos,each variable is set as: topic category,title sentence pattern,video collection,hashtag,and other Account interaction,background music,duration distribution,release time,total number of works,number of fans,monthly update frequency,previous live broadcasts.At the same time,combined with the research status of relevant scholars and the characteristics of the short video of public security and government affairs,its dissemination effect is divided into the amount of likes,comments and reposts of the short video,and on this basis,an influencing factor model is constructed.This paper selects 10,990 short videos released in 2021 in the official public security accounts of 29 provinces,municipalities and autonomous regions as research samples,uses Python crawlers to collect relevant data,conducts descriptive statistical analysis on them,and uses linear regression analysis to verify the above influencing factors The impact on the dissemination effect of public participation in government affairs short videos,and the results are verified through the interaction effect.Finally,according to the empirical test results,management suggestions are put forward from the short video creation level and the Douyin account operation level.The research results show that the titled exclamations and omissions are more likely to achieve better communication effects,"0-15s" and "16s-30s" are more likely to achieve better overall communication effects,and interaction with other accounts,original music,It is easier to obtain better communication effects than previous live broadcasts,and the number of fans has a significant positive impact on the overall communication effect.Based on the results of the empirical analysis,this paper puts forward policy suggestions for improving the dissemination effect of government affairs short videos from the perspective of the public security government affairs short video itself and the operation and management of Tiktok creators,in order to help the future public security government affairs short videos to be better disseminated and make public security government affairs accounts.get higher quality development.