社会治理背景下地方政务短视频的情感动员研究

Research on the Emotional Mobilization of Short Videos about Local Government Affairs in the Context of Social Governance

重大公共事件发生后,地方政务短视频逐渐凸显社会治理功能和情感动员效应。运用文本分析法对三个地方政务抖音号相关短视频进行研究,以考察新型冠状病毒感染及相应的后疫情时代治理工作中,地方政务部门借助短视频进行情感动员的路径、运行与策略,为探索地方政务短视频的情感动员机制提供参考。研究发现:地方政务短视频的情感动员路径包括采用结构化的叙事作为基本路径,辅以符号的情感解释意义拓展交互路径;而情感动员的运行实施首先在于当地受众“使用与满足”的需求,在此基础上,受众得以相互关注并形成情感连带,产生互动仪式的结果以促成持续的动员。研究还认为,根植于地方政府治理能力的现代化,治理的创新也体现在了情感动员的策略层面。

Emotion has political force,and emotional mobilization is easier to establish political identity than traditional political mobilization.Text analysis was used to study the short videos related to Douyin in three local government affairs,in order to investigate the path,operation and strategy of emotional mobilization by local government departments with the help of short videos in the novel coronavirus infection and corresponding governance work in the post-epidemic era,and to provide reference for exploring the emotional mobilization mechanism of short videos in local government affairs.The research results show that the emotional mobilization path of local government short videos includes the structural narrative as the basic path,supplemented by the emotional interpretation of symbols to expand the interactive path;The operation and implementation of emotional mobilization first lies in the needs of the local audience for“use and satisfaction”.On this basis,the audience can pay attention to each other and form emotional connection,resulting in the result of interactive ceremony to promote continuous mobilization.The research also believes that the innovation of governance,rooted in the modernization of local government’s governance capacity,is also reflected in the strategic level of emotional mobilization.