Rescarch On The Opinion Guidance Ability Of Government-made Short Videos During COVID-19

The development of technology has given birth to a new medium form,short video.With its advantages of rich,intuitive and stereoscopic expression,more and more people have become users of short-video platforms.However,users on the platform are diverse and have different ability to distinguish and accept information.Therefore,public opinion guidance on the short-video platform is necessary.In addition,the COVID-19 epidemic in 2019 is a typical public health emergency,which is closely related to the public’s interests and safety,thus attracting wide attention from the media,the public and other sectors of society.And because of its suddenness,uncertainty and strong transmission power,it has caused public concern and panic.At the same time,the outbreak of the epidemic is often filled with all kinds of rumors,so the correct guidance of public opinion is particularly important.As an official organization,the government-made short video is duty-bound to guide the public opinion of the short video platform.Douyin account of "Central Committee of the Communist Youth League",ranks higher than other similar governmental accounts in terms of number of followers and thumb up.The research on its public opinion guiding power can improve the public opinion guiding power of China’s government-made short videos to a certain extent,and stabilize the position of China’s official mainstream voice in the public opinion field.Therefore,it is of certain significance and value to take Douyin account of "Central Committee of the Communist Youth League" as the research object.Based on the framework theory,this article explores the public opinion guiding ability of the "Communist Youth League Central Committee" Douyin account through content analysis.The discussion will be conducted from three levels.One is to study the content selection framework,form construction framework and audience effect framework of the report of the "Communist Youth League Central Committee" Douyin account during the epidemic.The second is to analyze the public opinion guiding ability of the Communist Youth League Central Douyin’s reporting framework during the epidemic,from the perspective of monitoring public opinion,agenda setting,evolutionary communication and effect.The third is to explore the strategy of public opinion guidance of government-made short videos.The study found that the "Communist Youth League Central" Douyin account is operated by a dedicated person.It can capture hot spots,and make a sound in time.So it has a certain degree of public opinion monitoring ability.The thematic framework focuses on"government-related" issues,conveying official voices,and selectively highlighting different issues at different stages of the epidemic,helping to prevent and control the epidemic,and better control the direction of public opinion guidance.At the same time,the rich video expressions increase the acceptance of the audience.So it has a certain agenda setting ability.The tendency of headlines is mainly positive,comprehensive and objective,and the release frequency is moderate.These all show it has certain evolutionary communication ability.Audience comments are consistent with video views.The guidance of public opinion achieves the expected effect.So it has a certain effect and influence.In the process of research,we also discovered the problems in the guidance of the"Communist Youth League Central" Douyin account.First,the lack of public opinion detection mechanism limits its public opinion monitoring ability.Second,the platform’s advantages are not fully utilized,and the video expressions are not rich enough,which weaken its agenda setting ability.Third,less interaction with the audience and insufficient content dissemination weaken its effect and influence.In response to the experience and shortcomings of the "Communist Youth League Central Committee" in the guidance of public opinion during the COVID-19 pandemic,this study puts forward strategies of public opinion guidance for government-made short videos.The first is to accurately capture hotspots and conduct regular monitoring of public opinion to enhance the monitoring of public opinion.The second is to adhere to the correct orientation and enrich the form of expression to strengthen the agenda setting ability.The third is to adhere to the correct value orientation and grasp the strength of guidance to enhance the evolutionary communication ability.The fourth is to adhere to the user orientation and improve the communication power to improve the effect and influence.