基层政务抖音短视频传播效果影响因素研究——基于重庆38个区县消防政务抖音号的实证分析

Research on the Influencing Factors on Communication Effect of Short Video from Grassroots Government Tiktok Accounts:An Empirical Analysis Based on the Fire-fighting Department Tiktok Accounts of 38 Districts of Chongqing

[目的/意义]抖音短视频平台已逐渐成为传播政务信息的重要阵地,探究如何提高政务抖音短视频的传播效果,有助于推进基层政务新媒体建设,提高基层政务部门影响力。[方法/过程]以38个重庆区县基层消防政务抖音号发布的3621个短视频为研究样本,基于ELM,构建了基层政务抖音短视频传播效果影响因素模型,探究了影响基层政务短视频传播效果的因素以及其中存在的调节效应。[结果/结论]在中心途径中,执行突发任务类、轻松娱乐类主题的视频更受欢迎,图文拼接形式、卡通动画形式的视频传播效果相对较差;在边缘途径中,标题内容详尽、带#话题量多、主动与受众互动、视频原创、时长在0-15s或60s以上的短视频传播效果更好;而@账号量、标题句型、视频横竖、发布时间对传播效果没有显著影响;外部因素中,基层政务账号粉丝多、所在地区常住人口多,发布的短视频传播效果较好,但发布作品量大、所在地区GDP高,发布的短视频传播效果却较差;此外,账号粉丝数、作品数、所在地区人口数、GDP在多项因素对传播效果的影响作用中起到了负向调节效应。

[Purpose/significance]The Tiktok platform has gradually become an important tool for government information dissem⁃ination.It is significant to explore how to improve the communication effect of Tiktok video for promoting the new media construction and the influence of grassroots government departments.[Method/process]3621 short videos are collected from the Fire-fighting Depart⁃ment Tiktok Accounts of 38 districts of Chongqing as research sample.Based on the elaboration likelihood model(ELM),the paper con⁃structs the influence factor model of the communication effect of short videos from the grassroots government Tiktok accounts and explores the influencing factors and the moderating effect among them.[Result/conclusion]In the central path videos with sudden tasks and en⁃tertainment topics are more popular,graphic splicing and cartoon animation videos are negatively related to the communication effect.De⁃tailed title,more#topics,reply to the audience,originality,and duration less than 15s or more than 60s are positively related to communi⁃cation effect in the marginal path.However,the number of@accounts,sentence pattern of title,horizontal or vertical video,and release time have no significant impact on the communication effect.The short videos released by accounts with plenty of fans and a high popula⁃tion communicate better,but those released by accounts with a large number of released videos and high GDP communicate worse.In ad⁃dition,number of fans,works,population,and GDP have negative moderating effect on communication.