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。
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.
作者
贾哲敏
何婧琪
JIA Zhemin;HE Jingqi(School of Public Administration,Beijing University of Aeronautics and Astronautics,Beijing 100083,China)
出处
《北京航空航天大学学报（社会科学版）》
2019年第6期53-58,共6页
Journal of Beijing University of Aeronautics and Astronautics：Social Sciences edition Edition
基金
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
关键词
政务短视频
抖音
政务新媒体
政府传播
governmental short video
Tik Tok
governmental digital media
government communication
