A Research On The Communication Strategy Of Public Security Short Governmental Videos

2017 is the first year of short video development,and the development of domestic short video platforms such as Tiktok and AAuto Quicker can be described as a rapid development.As a new path for government departments to communicate about government affairs in the new media environment,short video for government affairs also follows the trend from traditional mobile graphics to short video communication.As a result of the organic combination of the two fields of short video and government agencies,government Tiktok integrates the powerful communication function of short video on the basis of ensuring the authority of its official sources,so that government communication has a new communication form.For this reason,the public security sector,as an integral part of the government sector,has responded to the national policy to enter the short video platform on a large scale,and has created a number of public security government affairs Tiktok accounts with high influence in the society,which have played a great role in spreading the voice of public security,telling the story of public security and bringing the relationship between the police and the public closerIn this paper,using the ranking of public security government shake numbers released by the official website of China Police Network as a reference standard,ten representative public security government shake numbers of different levels were selected,and 190 short videos within the sample accounts were screened as research objects,uses the case study method as the main research method,and analyzes the texts of some short videos.The short videos released by public security Tiktok accounts at different levels were analyzed from the following four aspects,studies the dissemination strategy of public security short videos,summarizes their dissemination characteristics and shortcomings,and puts forward specific and feasible suggestions for improving the dissemination quality and effect of public security governmental Tiktok.The first part is an overview of the public security Tiktok account,which includes a definition of the concepts of short video of government affairs and short video of public security affairs,and a study of the background of the emergence of short video of public security affairs from three levels: society,system and technology,and a theoretical framework of Lasswell’s "5W" model to summarize the development of short video of public security affairs.The second part is the focus of this paper,in which we select a lot of specific sample videos and analyze the dissemination strategies of the sample public security short video accounts from three aspects: content theme type,content expression characteristics and subject interaction.Based on the analysis of the communication strategy,the main problems in the operation of public security Tiktok accounts are also identified and the causes are analyzed,which forms the third part of the paper.In the fourth part,the future development path of the public security Tiktok account is optimized at three levels: account subject,communication content and audience,which is a reference for the development of public security Tiktok accounts.