Research On The Content Presentation Characteristics And Communication Effects Of Local Goverment New Media In The Prevention And Control Of COVID-19

In recent years,century changes have interacted with the international epidemic,which has brought about continuous global problems and challenges.With the repeated outbreak of the global epidemic,many cities in china have seen frequent outbreaks of COVID-19.To deal with the sudden outbreak of the epidemic,it is especially necessary for local government media,which have close contact with local people,to respond quickly.Through new media platforms,they can timely spread authoritative information related to the epidemic to the public,popularize relevant scientific knowledge and help people distinguish between rumors and truth,so they can guide public opinion and soothe people’s anxiety.To study the communication effect of the content released by the new media of local government affairs during major emergencies such as the epidemic,and explore a better path of content distribution on different new media platforms,is the key to improve the crisis event response mechanism of local government affairs communication and optimize local social governance in the new media era.This paper choose the relevant content released by "the Suzhou Release" on Weibo,Wechat and Tiktok during the "February 13"Suzhou epidemic in 2022 and the content analysis coding table is made based on Frame Theory.This study use frequencies analysis to summarizes the characteristics of the relevant content of "the Suzhou Release" on Weibo,Wechat and Tiktok in four aspects:communication mechanism,content characteristics,communication framework,and interactive situation.The influencing factors of the communication effects of each platform are analyzed by single factor analysis of variance,also,this paper uses interview method to explore the influence of the published content on user information cognition,attitude and behavior.Combined with the results of content analysis and interview method,there are still some problems with the performance of "the Suzhou Release"during the epidemic,such as few original content,a lot of duplicate content,neglect of interaction with users,lack of linkage between different platforms,lack of user thinking,imperfect content distribution mechanism,single content form and so on.So it is necessary to enhance the original power of "the Suzhou Release",optimize content distribution,strengthen interaction with users,build a linkage matrix between different new media platforms,pay more attention to users’ needs,strengthen service functions of the account,and enrich content forms.Only in this way can the advantages of different new media platforms be utilized to better play the role of the new media of government affairs,and provide reference experience for the effective communication of the same type of new media for local government affairs in emergent public affairs in the future.