Research On Communication Mechanism And Effect Enhancement Of TikTok In Government Affairs Under The Intereaction Ritual Chains Theory

In the era of mobile Internet,Tik Tok for government affairs has become an important channel for releasing government affairs information,providing government affairs services and interacting with the government and the people.Along with the expanding user scale of short video and improving content production capability,the government affairs accounts on the short video platform have also entered a period of rapid development,from the initial extensive development to precise operation.During this period,how to change government affairs short videos from one-way propaganda to interactive communication,how to connect,serve and unit the masses through the short video platform,better realize public opinion guidance,shape the government image,and social unity have become important issues.Based on Goffman's "interactive ritual" and Durkheim's "social ritual",American sociologist Collins put forward the theory of interactive ritual chain on this basis.This theory provides a model of how to analyze social practice activities,and provides a new research perspective for exploring the interactive behavior in communication activities.He proposed that the core mechanism of interactive rituals is mutual attention and shared emotions,explained that the result of successful emotional coordination in interactive rituals is a sense of solidarity,and answered how people's identities and concepts in society are formed.As a virtual interactive platform,Tik Tok has created an immersive communication environment for video authors and users,and short videos have become the common focus of attention.Users can feel the emotions of others and synchronize the rhythm through functions such as likes,comments,and sharing.Thereby evaluating the current emotional energy return and deciding whether to participate in the next interactive ritual.Starting from the theory of interactive ritual chain,the paper puts the communication behavior in Tik Tok in government affairs,in a complete interactive ritual chain,and analyzes it from the aspects of formation conditions,interactive process,and interactive results.At the same time,the typical " China Peace" was selected as a research case,and the relevant factors affecting the interaction process between Tik Tok in government affairs and users were quantitatively analyzed.The importance of three factors.Finally,based on the existing experience of " China Peace ",it draws on the operating experience of the popular Tik Tok in government affairs,and puts forward strategic suggestions for the future development of Tik Tok in government affairs.That is,clarify account positioning to ensure vertical content;strengthen immersive scene experience and increase interaction density;guide interaction with emotion and create an emotional community.In this way,the current situation of the dissemination and interaction of Tik Tok in government affairs will be improved,and the dissemination,influence and public opinion guidance ability of Tik Tok in government affairs will be comprehensively enhanced.