政务抖音号政民互动的话语实践分析——以公安政务抖音为例

Discourse Practice Analysis of Government-public Interaction:Take Public Security Government Tik Tok as an Example

文章选取“深圳交警”“温州交警”“禅城公安”“山西交警”和“天津交警”五个综合排名靠前的公安政务抖音号,通过参与式观察并结合文本分析与话语分析,探讨政务抖音评论区的话语实践。研究发现,公众评论呈现出主题多元化、语言轻松化等特点,且“交流”成份多于“问政”,政务主体在回复中使用表情、网络语等元素呈现出其运营理念的“去身份化”转向。此外,公众评论中公众关注点与短视频主题发生偏移,政务主体在评论区多以回应角色呈现,主动设置议题意识较弱;对提问质疑类回复相对欠缺。建议政务抖音号评论互动中应使短视频的多感官优势服务于信息传递,并加强对提问质疑类评论的回应,同时主动对评论进行议程设置以构建互动全链条。

This paper selects five top-ranked public security government Tik Tok accounts,such as“SHEN Zhen Traffic Police”“WEN Zhou Traffic Police”“CHAN Cheng Public Security”“SHAN Xi Traffic Police”“TIAN Jin Traffic Police”,and focuses on the interaction between the government and the people in the comment area to discuss the discourse practice of public security government Tik Tok,using participatory observation combined with text analysis and discourse analysis.This study finds that the themes of public comments are diverse and friendly,and there are more about“communication”than“government affairs”.From the perspective of government,the use of expressions,online language and other elements in its interaction shows the“de-identification”shift.In addition,the focus of public attention in the comments is shifted from the theme of the short video.The government mostly plays the role of responder in the comment,and the awareness of actively setting up issues and the responses to questioned comments are relatively lacking.The paper recommends that public security government Tik Tok should take the multi-sensory advantage of short videos to serve the transmission of information,strengthen the response to questioned comments,and actively set the agenda for comments to build a whole interactive chain.