北京航空航天大学学报(社会科学版) ›› 2019, Vol. 32 ›› Issue (6): 53-58.DOI: 10.13766/j.bhsk.1008-2204.2019.0310

• 本期特约专家稿件 • 上一篇    下一篇

政务短视频发展现状及在政府传播中的作用

贾哲敏, 何婧琪   

  1. 北京航空航天大学 公共管理学院, 北京 100083
  • 收稿日期:2019-09-01 出版日期:2019-11-25 发布日期:2019-12-07
  • 作者简介:贾哲敏(1985-),女,山西太原人,副教授,博士,研究方向为政治传播.
  • 基金资助:

    国家社会科学基金青年项目(18CXW001);中央高校基本科研业务费专项资金

Governmental Micro-video: Development and Effects in Government Communication

JIA Zhemin, HE Jingqi   

  1. School of Public Administration, Beijing University of Aeronautics and Astronautics, Beijing 100083, China
  • Received:2019-09-01 Online:2019-11-25 Published:2019-12-07

摘要:

政务短视频是现阶段发展最快的政务新媒体形式,各级政府纷纷布局。政务短视频提供了丰富的场景,贴近现实、题材广泛、脚本丰富、制作精良,重视人情趣味的表达与细节刻画,善用流行语和表情包,获得了巨大的流量与粉丝,有效地提升了政府传播效果。在政府传播理论视域中,研究认为政务短视频不仅在盘活资源、突破风格、提高质量等方面具有优势,还能在激励政府探索政务信息与政策传播的可视化、强化形象塑造、优化政府-公众公共关系等方面发挥重要作用。未来政务短视频可利用媒介融合、流量、粉丝、内容、运营等策略发展改进。

关键词: 政务短视频, 抖音, 政务新媒体, 政府传播

Abstract:

Currently, micro-video is the fastest-growing pattern in government social media system. The government agencies from lower to upper level launch their own official accounts abundantly and actively. For a good communicational purpose, Governmental TikTok could provide plentiful scenes, a wide range of topics and diverse story scripts. Meanwhile, government prefer to use human emotions, details, meme and emoji to make micro-video acceptable and interesting. Social media traffic and fans are both used as significant strategies. Under the theories of government communication, this study believes that micro-video not only has advantages in revitalizing resources, breaking through traditional styles and improving communication quality, but also can stimulate government on how to visualize public policies, promote images and optimize government-public relations. Finally, conclusions also provide developmental approaches for government micro-video, such as using strategies including inner media convergence, social media traffic, fans, text, and operation.

Key words: governmental short video, Tik Tok, governmental digital media, government communication

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