JOURNAL OF BEIJING UNIVERSITY OF AERONAUTICS AND A ›› 2019, Vol. 32 ›› Issue (6): 53-58.DOI: 10.13766/j.bhsk.1008-2204.2019.0310

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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

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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