媒介融合背景下政务短视频的传播策略研究——以“中国消防”抖音帐号为例

Research on the Communication Strategy of Government Affairs of Short Video under the Background of Media Convergence:Taking Tik Tok Account Number of“China Fire Protection”as an Example

媒介融合语境下各级政府的社会治理意识与手段不断创新,政务短视频应运而生。经过发展,各类政务短视频在传播内容、受众、传播手段等方面均各具特色,但同时也存在着内容同质化、受众互动性差等问题。作为短视频平台的佼佼者,抖音APP凭借自身优势吸引了各级政府在此开拓新的政务信息传播渠道。以具有良好传播效果的“中国消防”抖音账号作为研究对象,从内容、受众、手段三个层面探索其传播策略,总结政务短视频优化路径,能够为各类政务短视频提供策略参考,实现稳健发展。

In the context of media convergence,the awareness and means of social governance of governments at all levels are constantly innovating,and the short video of government affairs emerges as the times require.After development,all kinds of short videos of government affairs have their own characteristics in terms of content,audience and means of communication,but at the same time,there are some problems such as homogenization of content and poor interaction with audience.As the leader of short video platform,Tik Tok attracts governments at all levels to open up new channels of government information dissemination by virtue of its own advantages.Taking"China fire protection"Tik Tok account with good communication effect as the research object,this paper explores its communication strategy from such three aspects as content,audience and means,and summarizes the optimization path of short video of government affairs,which can provide strategic reference for all kinds of short video of government affairs and achieve steady development.