A Probe Into The Content Features Of Government Affairs Short Videos

In recent years,with technological development,4G and 5G signals have greatly accelerated the network speed.With policy adjustments,network tariffs have also been drastically reduced,and audiences’ media usage and consumption have undergone tremendous changes.At present,mobile networks and mobile intelligence have rapidly swept the sinking market,and various online social platforms have affected all aspects of them.Kwai APP adopts the strategy of "surrounding the city from the countryside" to give play to the long tail effect of the sinking market and firmly occupy a place on the short video platform.With the development of media technology,government affairs communication has rapidly transitioned to the 4.0 convergence media matrix communication mode.In addition to the " Weibo,We Chat and Mobile clients ",short video communication has developed in full swing in recent years.Governments and government agencies at all levels attach great importance to it.Kwai APP that has the huge sinking market has quickly become one of its development goals.This paper first summarizes the characteristics of government affairs communication under different media forms,and believes that mobile social media such as short videos extend the characteristics of government affairs communication of traditional video media and create a new situation in government affairs communication.At the same time,short video services have now received great attention from government departments at all levels.Therefore,it has important practical value to carry out government affairs communication research based on short video platforms.Secondly,Kwai APP is one of the most influential short video platforms.We take it as the research object and use in-depth interviews and content analysis methods to analyze the user characteristics of the government affairs account in the short video platform.It is found that the main body of the government affairs account is generally officially certified,and the account main body covers almost all kinds of government agencies.The audience of government affairs account has the expectation of obtaining information and knowledge,having entertainment,satisfying entertainment,seeking participation,and strengthening identity.Finally,this paper refers to the Big Data Research Institute of Kwai to obtain 30 government affairs account head users,and selects the top ten short videos of each account between 2020.12.1-2021.3.1 as samples for analysis.Then we sort out the content characteristics of the popular short videos and deeply analyze the emotional expression characteristics of these short videos.It is found that the government affairs account maintains a stable output of high-quality works on the basis of clarifying its own communication subject identity;the theme of the government affairs short videos has the universal law of edutainment and the purpose of shaping the government image;the character setting of the government affairs short videos has dual characteristics of humane and professional.Short videos have expressive characteristics that appeal to emotions: positive energy topics such as "example learning" are more "likes",while social news is prone to "angry";more than 70% of the popular short videos have obvious emotional venting tendencies;emotional copywriting become a popular short video standard,etc.In the end,we found that the communication strategies of the head government affairs account are: fragmentation,impact force,continuous and stable output,and expansion of social functions.