新媒体时代政务短视频影响力建构路径——以“公安政务抖音榜”为样本

Influence Construction Path of Government Affairs through Short Videos in the New Media Era——Taking the Douyin List of Public Security Government Affairs as a Sample

新媒体的更新迭代促进了短视频各平台的产生及发展繁荣,作为短视频平台佼佼者的“抖音”吸引了各政府部门在此开拓新的政务宣传领域。相较于传统的信息传播模式,短视频承载的信息量更大,传播的信息更加通俗易懂,这种快餐式的社交体验极大地迎合了受众的需求。文章选取了中国警察网联合抖音发布的“公安政务抖音排行榜”,选取省、市、县不同层级的三个账号进行内容分析,并以此为基础,概括提出政府短视频影响力优化提升的策略。

The update and iteration of new media have briought about the advent,development and bloom of various platforms for short video.As the leading player in this field,Douyin has ushered new areas of government publicity for different government departments.Compared with the traditional mode of information transmission,short video provides with more information and makes it easier to understand.This kind of fast-food social experience caters to the needs of the audience.This paper selected the“Top List of Douyin for Public Security Government Affairs”jointly released by China Police Network and Douyin,and selected three accounts of the levels of province,city and county for content analysis.It summarized and proposed strategies to optimize the influence of government short videos on the basis.