政务短视频内容娱乐化对用户信息采纳效果的影响研究

Research on the Entertainment Characteristics of Government Short Videos and Their Influences on Users Information Adoption

[目的/意义]政务短视频对娱乐化程度的把握成为新媒体环境下政务信息公开中亟需关注的问题,研究政务短视频娱乐化特征及其对公众信息采纳效果的影响,能为政务短视频信息公开方式优化提供理论参考。[方法/过程]首先构建政务短视频娱乐化评价指标体系,然后探究政务短视频娱乐化对用户信息采纳效果的影响,最后对政务短视频的信息公开方式提出针对性建议。[结果/结论]用户信息采纳效果随政务短视频娱乐化程度的增强呈现先提升后降低的趋势,政务短视频在词语运用、多媒体手段融合、标签运用、情绪表达、话题娱乐性以及政府职能体现程度方面均体现出娱乐化特征,并影响用户信息采纳效果。

[Purpose/Significance]How to grasp the entertainment degree of government short videos has become an urgent issue in the publicity of government information under the new media environment.Research on the entertainment characteristics of government short videos and their influence on the public information adoption can provide a theoretical reference for the optimization of government information publicity.[Method/Process]Firstly,the evaluation index system of government short video entertainment was constructed.Then,the impacts of entertainment characteristics on the effect of information adoption were analyzed.Finally,suggestions on the information disclosure of government short video were put forward.[Result/Conclusion]The effect of user information adoption increases first and then decreases with the enhancement of the entertainment level of government short videos.Government short videos show entertainment characteristics in terms of word use,multimedia means integration,label use,emotional expression,topics and the embodiment of government functions,and these characteristics are related to the effect of user information adoption.