Analysis On The Spreading Pattren And Effect Of The Government Short Videos Of Tik Tok In The Inner Momgolia

As an innovative form of government new media,the government short videos of Tik Tok has become the standard of many government agencies,and has played an important role in releasing information,popularizing knowledge,and guiding public opinion.From May 2nd to December 31 st,2018,the government agencies in Inner Mongolia have successively opened 155 government numbers of Tik Tok and released 6034 government short videos of Tik Tok,which have a large amount of transmission and achieved certain communication effects.This thesis takes the short video of the vibrating government in Inner Mongolia as the research object,and uses the communication theory as the research perspective,and uses the case analysis method,the questionnaire survey method and the sample survey method to analyze the transmission form and effect of the government short videos of Tik Tok in Inner Mongolia.This paper analyzes the government short videos of Tik Tok with more than 10,000 praises in Inner Mongolia.From the three dimensions of content,form and theme,it summarizes and summarizes six modes of communication.They are: story,entertainment,emotional,case-based,information release,and call-to-call,and analyze the main features of each form of communication.In order to continuously improve the current communication pattern of the government short videos of Tik Tok in Inner Mongolia,and strive to build a new media communication matrix for government affairs,this paper explores the communication effect of the government short videos of Tik Tok in Inner Mongolia through questionnaire survey user feedback and user feedback of the Tik Tok.Through investigation,it is found that the short video transmission of the vibrating government in Inner Mongolia is better,especially in the “emotional” and “entertainment”,the short video users of the vibrating government have higher participation and dissemination,and the “information release”.The short-distance video transmission effect of the vibrating government is relatively poor,and the user praises and the amount of forwarding is low.At the same time,in the process of communication,there are problems such as single communication elements,inadequate account management,and unclear communication channels.Based on the above analysis,this paper proposes reasonable improvement suggestions for the problems existing in the current communication process of the government short videos of Tik Tok in Inner Mongolia from the operational level,management level and concept level.