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

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.