The Public Value Study Of Government Short Videos

The development of information technology has made the mobile Internet an important part of citizens’ lives,and the new government media that relies on information technologies such as the mobile Internet and the Internet of Things has entered the fast lane of development.The government’s new media is a huge driving force for improving the innovation ability of government services,promoting the modernization of government management capabilities,and completing the transition from a management-oriented government to a service-oriented government.From Wechat,Weibo to Douyin,how government departments actively practice the "Internet+government" model and further improve the Internet level of government departments by integrating their own functional attributes with users of new media platforms is a topic of the new era faced by all Chinese government departments.The birth of Douyin APP also exploded the growth of the short video service industry.Since 2018,various government departments have successively launched government Douyin accounts,and have explored new ways to transmit information,contact users,build image,lead public opinion orientation and provide government services by launching government affairs short videos.Government short video platforms have also become a new method for government departments to organize service and interact citizens.Government Short videos are not only an important place for politicians and citizens to communicate,but also an important place for the transmission of public value preferences during the Internet era.Netizens can participate in the interaction of short videos by browsing and commenting,which not only helps the government to establish and spread expected values,but also facilitates citizens to express their value needs.Therefore,analyzing the content of government-civilian interaction and value preference expressions in the online public domain such as short government affairs videos,judging and identifying public values are of great significance for improving the governance capabilities of government’s network.Starting from the theory of public value,this paper takes the official government affair Douyin account from the "Government Affairs Account Monthly Express" officially released by Douyin as an example to conduct the whole research.This article analyzes the content of 525 comments under 35 popular government short videos in a ten-month period.This paper takes Bozeman’s public value theory as the theoretical basis for judging the intersection of public value preferences and public value,encodes the content of selected citizens’ comments through content analysis,and analyzes the consistency of the coding results,describing the citizens’ value preference in government affair related short videos.distribution structure.Using the principle of social network analysis,the centrality analysis of the value consensus data is carried out,and UCINET is used to output the visualization results of the centrality.Based on the empirical research,the three results of consensus,failure and conflict in response to public value of government affair related short videos are analyzed in detail.The research results show that citizens’ value preferences in popular short videos of government affairs have a high degree of consensus,and most of the citizens have positive attitudes towards the values that the government is trying to establish.However,the conflict of public values is prominent in the content involving the vital interests of citizens,the reality of the problem and the specific orientation;and due to software entertainment attributes and the sinking of Douyin users,it is easy to lead to failure and conflict of public values.Based on the above empirical results,this paper constructs a government network governance model based on the "prejudgment-recognition-analysisresponse-solution" which comes from the theory of public value.In addition,the paper proposes countermeasures and suggestions to improve the public value consensus of government affair related short videos.