Research On The Influencing Factors Of Public Participation In Government Short Video

With the rapid development of information technology,the public’s awareness and ability to participate in government affairs have been greatly improved.At the same time,the way the government conducts government affairs communication is constantly changing.In order to conform to the trend of the development of the Internet,Chinese governments at all levels have set up government numbers on short video platforms.Through the publication of short government videos,information release,public opinion guidance,image display and government service work are carried out.Short government video platforms have become a new way for Chinese government agencies at all levels to interact with the public.The public actively participates in the short government videos through watching and interacting(praising,commenting and forwarding)so as to realize good interaction and communication between the government and the people.It can expand the network transmission effect of the short government videos,help the government to carry out activities such as policy interpretation and government propaganda,and also help citizens to express their demands,safeguard their rights and influence policies.Based on the analysis of relevant literature,this paper finds that the significance of public participation and the value of short-term video have been widely recognized by the society,but there are few researches on the influencing factors of public participation in short-term video.Therefore,this paper selects 500 short videos of government affairs from politics and law Committee,public security,court,judicial,emergency management,cultural and tourism,health,communist youth league and financial media as sample data.Based on the characteristics of existing research and short government videos,this paper sets 7 categories of variables as independent variables,including discourse style,pragmatic performance,caption explanation,topic category,release form,relevance and interaction with the main work content of the account.Taking the four dimensions of government short video broadcasting volume,praise volume,comment volume and forwarding volume as the measurement indicators of public participation,the linear regression analysis method is used to verify the influence of several major assumptions on the government short video broadcasting volume,public participation praise volume,public participation comment volume and public participation forwarding volume.The study found that,as far as discourse style is concerned,the influence of short government videos with the title of "colloquialism" on the amount of commentary is significantly different from that with the title of "written language" or "network language".As far as pragmatic performance is concerned,the influence of short government videos with the title of "interrogative sentence" or "exclamatory sentence" on the amount of praise or comments is significantly different from that with the title of "declarative sentence".There is a significant difference in the effect of short government video with the title of "interrogative sentence" on the amount of broadcast or forwarding compared with that with "declarative sentence".In terms of subject categories,short government videos of "role models","hot spots" and "life information" have more significant impact on the amount of broadcast,praise and forwarding of short government videos than those of "interesting information".The influence of "life information" government short videos on the amount of comments is more significant than that of "interesting information".In terms of release form,short government videos of "short drama" and "shooting and editing" have more significant influence on the amount of play or praise than short government videos of "picture and text splicing".Government short videos related to the work content of the main body of the publication can cause public forwarding more than "unrelated" government short videos.The influence of "comments with replies" on the amount of praise is more significant than that of "comments without replies".Combined with relevant research conclusions,this paper puts forward government countermeasures to promote public participation in short government videos: short government videos should find their own functional orientation and balance the relationship between authority and affinity to the people;Pay attention to the construction of talents and issue short videos of government affairs with special features and high quality.In addition,interaction and communication with the public should be strengthened.