Political Communication Research Of The Government Tiktok "China's Chang'an Network"

“China's chang'an network” is one of the first official government tiktok of real name authentication,and has been selected for the most influential government tiktok list in 2018,which has typical characteristics and research value.The author extracted 342 short videos from the short videos of the government tiktok “China's chang'an network” released in 2019 to be research samples,take content analysis and case analysis method to study it in detail.This paper analyzes the characteristics and shortcomings of political communication,and puts forward corresponding development suggestions.These short videos samples are analyzed from 13 index: the number of likes,the number of comments,the number of reposts,the number of responses to comments,attention to welcome words,private letters,video type,video theme,emotional color persona,background music,video duration and title language,and summarize its basic communication characteristics.Through these analyses,the author found the government tiktok “China's chang'an network” is pay attention to the quality of video while pursuing the authenticity of video,so the research samples are mainly short videos with high authenticity and clear picture quality.Because the government tiktok “China's chang'an network” is the official chattering platform of the the Central Committee of Politics and Law,so the video content focuses on publicity of the political and legal system and its staff.In order to better attract the public and achieve the purpose of “empathy”,the emotional color of short video is relatively strong,and the background music is often used to enhance the emotional rendering.In addition,combine the macro narration at the level of state and government with the micro narration of individual,and the narrative is usually carried out.In order to cater to the current shallow reading and broken reading habits of Internet users,the “short and small” video mode is adopted for communication,and the popular words familiar to the public or more general catchwords are used in thevideo title to close the relationship.Compared with other types of information,hot events are more likely to attract public attention and become explosive short videos.On this basis,the author adopts case analysis method to analyse more prominent political communication characteristics of the government tiktok “China's chang'an network”.The study found that the government tiktok “China's chang'an network”has been able to seize the right to speak and guide public opinion in the face of some hot events.In order to reduce the public's psychological conflict with political communication,political rhetoric is carried out from the three angles of“concretization”,“liveliness” and “entertainment” of narrative text to reduce the“politicization” meaning of short video content.In the process of political persuasion,the platform guides people's behavior from the positive “reasonable” skill and the negative “alarm” way.But the government tiktok “China's chang'an network”still has some shortcomings.For example,entertainment in video dispels the seriousness of issues,ignores the audience's comments and feedback,lacks interaction,a single positive publicity,publicity content homogenization,“shallow level” communication,lack of in-depth thinking and so on.In view of these deficiencies,the author puts forward corresponding development strategies: keep vigilance at all times,grasp the scale of "entertainment";increase interaction,strengthen dialogue and communication;integrate information resources and enrich video content;comments and descriptions are combined to trace and mine deep-level news information.