| With the advent of the short video era,the mechanism of government information disclosure began to change,from one-way information transmission to two-way information sharing between the government and the public.At the same time,the Douyin short video industry has sprung up,opening the era of short video for all people.Various government departments and related media have successively entered the Douyin short video platform to set up a government Douyin account,which facilitates the transmission of government affairs information,creates a window for government-civilian interaction,and provides a new platform for enhancing government credibility.However,while the government Douyin account brings convenience,it has both the attributes of official media and grass-roots,and its excessive entertainment nature makes the problems of the government Douyin account exposed in the operation process,which brings huge challenges to the government’s credibility.This paper first summarizes the academic research status of government credibility and government Douyin accounts,clarifies relevant concepts and theoretical basis,and summarizes the relationship between government credibility and government Douyin accounts,that is,government Douyin accounts is an effective channel to improve government credibility.Improving government credibility is an important goal of government Douyin accounts.through interviews with the government Douyin account managers and audiences,the existing problems of the government Douyin account are summarized: At the content level,the topic is single and the hotspot is not high,the content of the video is homogenized,and the quality of the original video is low.Subject level,positioning is not clear enough;At the user level,substantive interaction is relatively lacking.Secondly,combined with the above research status and interview results,Research assumptions are made,and it is assumed that the frequency of use,information quality,and interaction effects of government Douyin accounts will have a significant impact on government credibility.Then,questionnaire survey was used to collect anonymously the data related to government credibility and government Douyin accounts,and the collected data were analyzed using SPSS20 software.It was found that the information quality and interactive effect of government Douyin accounts had a significant positive impact on government credibility.That is,the higher the information quality of government Douyin accounts,the more credibility the government has.The better the information effect of government Douyin accounts is,the more credibility the government has.Finally,according to the study,specific suggestions are put forward to improve government credibility based on improving government Douyin accounts.: First,build high-quality government Douyin accounts to boost government credibility,Including optimizing the construction of information release and improving the speed of information processing;attaching importance to professional team building and optimizing video quality;creating personalized content and clarifying the role and function positioning;creating an overall matrix of synergy and linkage to achieve integrated development.The second is to create a people-friendly government affairs Douyin account to boost the government’s credibility,including paying attention to the needs of the public and establishing public thinking;strengthening substantive interaction and expanding communication effects;strengthening publicity and promotion to guide public value judgments. |
