Research On The Application Of Government New Media In Local Government Governance

In recent years,the continuous innovation and development of new media have provided more diversified choices for the dissemination of government information.China’s government new media has continuously followed the trend of the times in innovative development,and the emergence of government new media such as government Weibo,We Chat,and APP has added bricks and tiles to government governance.In 2016,Tiktok was launched in China,which attracted huge traffic in a short time.The government realized that Tiktok would become another new platform to publicize government information after microblogging and We Chat.In March 2018,government agencies entered the Tiktok platform one after another,and government departments quickly grasped the flow of the times in the new media 3.0 era,thus forming a new pattern of "two micro businesses and one end shaking".As a new media,government Tiktok has gradually exposed some problems while bringing dividends to government governance.This paper selects five typical government Tiktok numbers to analyze their development.The study found that the local government had difficulties in the process of using the government Tiktok number,such as content homogenization and pan entertainment,formalism tendency in information release,low audience activity,insufficient stickiness,and imperfect long-term governance function.These dilemmas,on the one hand,seriously restrict the development of Tiktok itself,on the other hand,directly affect the governance efficiency and government image building of local governments.These difficulties are mainly related to factors such as inaccurate positioning of government departments,incomplete transformation of governance concepts,insufficient interaction between the government and the people,and a lack of management mechanisms.After identifying the generation mechanism behind the dilemma,this study proposes optimization measures such as deepening high-quality original content,promoting the professional development of government affairs Tiktok,strengthening the construction of government affairs Tiktok interaction capacity,and improving government affairs Tiktok related mechanisms,so as to help local governments make more efficient use of Tiktok as a new platform to realize the modernization of local government governance.