公安民警抖音账号的吸引力研究——以“此城此警”为例

Research on the Attraction of Policeman’s Tiktok Account——Take"This City,This Police"as an Example

抖音自2016年上线后,已经成为政务传播新阵地。从已有的数据来看,公安官方抖音账号已经取得了较好的效果,但尚未有数据能够对民警抖音账号的传播效果进行分析。以公安民警抖音账号“此城此警”为例,结合拉斯韦尔的“5W”传播模式,发现公安民警抖音账号具有权威性、亲民性,灵活性、时效性,立体性、双向性,年轻化、本土化,高效性、持久性等传播特点,并对“此城此警”账号的成功经验和不足之处进行总结。认为应该从以下几点打造具有较强吸引力的公安民警抖音账号:促进信息双向沟通,加强警民沟通;找准视频独特的风格定位,减少同质性;输出情感多样化,避免审美疲劳;视频内容贴近实际,避免过度娱乐化;遵守民警自媒体规范,严格审查视频内容。

Since its launch in 2016,Tiktok has become a new position for government affairs communication.From the existing data,the official Tiktok account of the Public Security Bureau has achieved good results,but there is no data to analyze the communication effect of policeman’s Tiktok account.Taking the public security policeman’s Tiktok account"This city,This police"as an example,combined with Lasswell’s"5W"communication mode,it is found that the public security policeman’s Tiktok account has the following communication characteristics:authority,affinity to the people,flexibility,timeliness,three-dimension,two-way,youth,localization,efficiency,durability and so on.Besides,successful experience and shortcomings of the"This city,This police"account have been summarized.It is believed that we should create a more attractive policeman’s Tiktok account from the following points:promote two-way information communication and strengthen the communication between the police and the people;find out the unique style positioning of the video to reduce homogeneity;output emotional diversity to avoid aesthetic fatigue;make video content close to reality and avoid excessive entertainment;abide by the police’s self-media norms and strictly review the video content.