北京航空航天大学学报社科版 ›› 2021, Vol. 34 ›› Issue (2): 46-52.DOI: 10.13766/j.bhsk.1008-2204.2021.0009

• 公共政策与治理 • 上一篇    下一篇

政府、媒体与公众的多重互动:政务短视频的营销传播策略分析——基于丁真走红事件的个案考察

孙美玲, 王倩颖   

  1. 中央财经大学 文化与传媒学院, 北京 100081
  • 收稿日期:2021-01-11 发布日期:2021-04-02
  • 作者简介:孙美玲(1985—),女,山东临沂人,副研究员,博士,研究方向为数字营销传播、传媒与社会.
  • 基金资助:
    北京市社会科学基金(20XCC019)

Mutiple Interaction among Government, Media and Public: Marketing Communication Strategies of Governmental Short Video — A Case Study of Tamdrin's Popularity

SUN Meiling, WANG Qianying   

  1. School of Cultural and Communication, Central University of Finance and Economic, Beijing 100081, China
  • Received:2021-01-11 Published:2021-04-02

摘要: 随着短视频的发展,政务短视频成为重要的营销传播主体。在社会化媒体的语境中,以藏族少年丁真的网络走红为例,分析了政府、媒体与公众围绕该热点事件呈现出的多重互动关系,在这一过程中,政府与媒体相互配合,线上线下联动传播;不同层级、不同领域、不同地域的政务号协同传播;同时,政府和媒体共同构筑了公众参与的话语空间,在政府、媒体和公众的共同参与下短视频平台上形成了一种共创、共享的对话机制和传播策略。除此之外,基层政府在利用政务短视频进行营销传播时,还需要进行在地化的表达,维持常态化的运营。

关键词: 政务短视频, 营销传播, 政府, 媒体, 公众, 多重互动

Abstract: With development of short video, the governmental short rideo gradually becomes an important subject of marketing communication. In the context of social media, this study takes the hot event, a Tibetan man called Tamdrin who suddenly became popular, as an example to analyze the multiple interactions among the government, the media and the public during this process. The result shows that the government and the media have cooperated with each other, and communicated with each other from online to offline. Meanwhile, governmental short videos of different level, different fields and different regions, established collaborative communication. Besides, the government and the media made contribution to the development of the public discourse. On the short video platform, a kind of dialogue mechanism and communication strategy based on co-creation and sharing with the participation of the government, the media and the public has formed as well. This study shows that the local governments need to carry out localization expression and maintain normal operation when they use short video to marketing.

Key words: governmental short video, marketing communication, government, media, public, multiple interaction

中图分类号: