| New media technology is constantly changing our production and life,and we have entered an all pervasive digital era.In recent years,with the rapid development of mobile Internet and the continuous application of 5g technology,short video has become a high wind outlet in the Internet industry in recent years.The short video,which integrates text,pictures and images,has quickly won the popularity of the majority of users with rich audio-visual experience and low threshold access,accumulated a huge user base,and completely subverted and changed the previous production and transmission mode of information content.China has always attached great importance to the construction of e-government,actively using new media technology to improve communication skills,improve communication methods and improve communication quality.Under the general trend of short video development,China’s government agencies conform to the current situation.After settling in new media communication platforms such as microblog,wechat,Bilibili and news client,they have poured into the field of short video communication and actively explored new fields of e-government communication and services in China.There are many users of the short video platform.They are faced with a large amount of information every day,which requires strong guidance from the government departments in the dissemination.However,there are still some problems in the short video of government affairs,such as the superficial interaction with users and poor guidance.Therefore,it is very necessary to explore how to improve the communication ideas of current government affairs short video,and conduct in-depth and high-quality interactive communication with users.Taking Collins’ interaction ritual chain as the theoretical framework,taking the "Communist Youth League Central Committee" Tiktok as the research case,the paper analyzes the interactive ceremony of the short video of government affairs by using the text analysis method and participatory observation method.Through the selection of user interaction methods,distribution of concerns,setting of on-site time,acquisition of group solidarity,feedback from communicators,setting of topics,and long-term construction of user stickiness,Observe the current situation of government affairs short video communicators who have more public resources in building government people interaction.In order to find the problems existing in the interactive communication with users,this paper puts forward targeted and specific strategies to improve the interactive quality and level of government short video.It is found that the current government affairs short video provides virtual places through short video platforms such as Tiktok,sets up "outsiders" boundaries for attention accounts,and has common focus and shared emotions.It has successfully built an interactive ceremony chain and produced interactive results.They have done a good job in focusing on user concerns,group unity and group identity.However,in the current interaction,there are still some problems,such as insufficient setting of on-site time,low release frequency,insufficient feedback from communicators,and lack of public opinion guidance and issue setting.In addition,there are also some problems,such as insufficient matching with the active time period of users,insufficient release time,etc.in terms of matching with user preferences.In view of the problems that the excessive entertainment of the current short video of government affairs leads to the loss of focus of public attention,the lack of Context Creation and public opinion guidance,and the lack of feedback hinders the strengthening of emotion,the paper proposes that the short video of government affairs,as the party with more public resources,should take the initiative to create a common focus,set up situations and increase the presence time,Produce high-quality content and take measures such as vertical account linkage to promote the long-term acquisition of users’ emotional energy. |
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