Research On The Influence Of Short Video Attributes Of Government Media On The Political Communication Effect

The emergence of government new media has brought about great changes in the environment and methods of political communication.short video platforms have become one of the most popular mobile social media.Compared with traditional media,the content production and dissemination methods of short videos show their unique characteristics.In order to comply with the trend of Internet development,government departments and official media in China have set up lots of accounts on short video platforms.They publish short videos of government affairs to release news,guide public opinion and provide government services.Short video platforms have become a new way for public services and government-civilian interaction.How to better adapt to public changes and give full play to the effect of short video platforms in political communication is an issue that needs further research.Therefore,based on the perspective of political communication,this paper studies the effect and influencing factors of government media using short video platforms for political communication.Using political communication theory and the uses and gratifications theory,this article takes "People’s Daily" as an example.Through crawling,this paper makes research assumptions,builds an analysis framework and measures the political communication effect of short videos.By analyzing the subject,release time,originality,duration,hashtags and language style of the short video,the relationship between various influencing factors and the effect of political communication was discussed.Research shows that from the perspective of video content,the content theme of short videos has a significant impact on the overall communication effect and the four dimensions of the communication effect,and the influence of different themes on the effect of political communication is different.From the perspective of video format,the duration has a significant positive impact on the overall political communication effect,communication participation,communication breadth and communication depth.The longer the duration,the better the political communication effect.Originality only has a significant impact on the communication breadth.Original video works are easier to be forwarded by the public and expand the scope of influence.Hashtags have a significant positive impact on the overall communication effect,breadth,and depth of communication.In addition,Hashtags can attract more users to participate in topic discussions and get more related information.Language style has a significant positive impact on the recognition and participation of communication effects.It has a significant negative impact on the depth of communication.The video release time period has a significant impact on the overall communication effect and the degree of communication recognition,breadth and depth.These time periods correspond to the peak hours of users using short video platforms or are slightly earlier,which can achieve good political communication effects.According to the actual situation of the current production and dissemination of short video content,combined with the research conclusions,suggestions are made for government new media to improve short videos from the following aspects,such as attaching importance to content quality and classifying and integrating videos;paying attention to public needs,optimizing video formats;clarifying their own position and strengthening interaction with the public.