Analysis Of The Content And Effectiveness Of Short Video Communication Of Government Affairs

Nowadays,short video media is popular with the audience.Tiktok,small volcano,jitter and Kwai,and so on,are generated by the huge market.Among them,the tiktok short video platform has the largest audience and has become the most popular new media position of new media organizations around the country due to its better communication effect.People’s Network tiktok since May 3,2018 people.com.cn has received 1 billion 780 million points of praise,with 43 million 215 thousand concerns.It has become a new batch of tiktok.Tiktok People’s Network,but how to further enhance its market influence and communication effect in the increasingly fierce competition of short video and how to learn from the experience of the voice of the people’s network are valuable issues for other government’s short video media.In view of this,this paper takes the "People’s Network" tiktok account as the research object,and takes 197 short video works released by People.com.cn as the sample,analyzes the communication content of People’s Network from five angles: video content theme,video material content,video music,video title and release time,and analyzes the communication effect of People.com.cn from three angles: video likes,comments and shares,and conducts questionnaire survey on its account fans.Through content analysis and statistical analysis of data,the content characteristics and communication effects of the information dissemination of tiktok account "People’s Network" were summarized.Using the statistical results,we analyzed the main problems affecting the development of short videos of government affairs,such as the lack of interactive content and the discrepancy between background music and content,and proposed five guiding strategies for the development of short videos of government affairs: enhancing interactive awareness and taking measures to guide users’ interaction,adopting a friendly narrative style to bring audiences closer,using UGC production mode to optimize users’ audiovisual experience, innovating the selection method to dig deeper into the content to form differentiation,promoting traditional culture to increase the cultural content and depth,and publishing videos.The research results can be used by the People’s Network and other political networks to promote traditional culture,increase the cultural content and depth,publish videos with "double online" quality and speed,consolidate the authority of the account and avoid falling into the "Tacitus" trap.The research results can provide theoretical guidance for improving the communication effect of short video media of government affairs such as People’s Network,and also provide effective reference for other government affairs media to improve the communication effect and subsequent research.