A Study On Government Image Communication In Government Affairs Douyin From The Perspective Of Embeddedness Theory

With the development of short video transmission technology,more and more government agencies have opened Tik Tok for government affairs.With the instant dissemination of Tik Tok short videos and the characteristics of high DAU,it is hoped that government information can be timely and accurately conveyed to the general public,and at the same time,it can appear in front of the public in a more friendly image,so as to enhance the relationship between the government and citizens and enhance the image of the government in the minds of the public.However,in the process of spreading and shaping the government image through the government Tik Tok account,there are also many problems,such as serious homogenization of content,difficult guarantee of authenticity,unclear self-positioning,serious shortage of talent pool,authority loss caused by excessive entertainment,etc.In addition,as the government Tik Tok account is in the process of exploration and development,it also faces the problem of unclear development direction.What role should the government Tik Tok account play in the public management system has become a common problem facing all the operating subjects of government Tik Tok account.This paper first from the concept of e-government trill number and survival state,combed the e-government trill,function and role in government image communication and shaping,secondly,from the perspective of structural holes theory analyzes the e-government trill,dissemination and the way of the government’s image and government affairs trill,spread and shape the government image in the cause of the problem.Thirdly,through the case study of "Police-People Direct Train--Shanghai",this paper analyzes the characteristics of the government Tik Tok in terms of its positioning,content creation,work delivery and content transmission,and thus deeply dissolves the significance and operation mechanism of the government Tik Tok.Through this analysis,the deep-seated reasons for the current problems of government Tik Tok number are found,and on this basis,the development strategy of government Tik Tok number is formulated.Through the study,this paper finds that the reasons for the problems in the communication and building of government image in most of the current government Tik Tok are as follows: First,it lacks a clear positioning of itself and ignores the original intention of the communication and building of government image;Second,it lacks the ability to balance the seriousness and entertainment of government Tik Tok,which can easily fall into the trap of excessive "entertainment".Third,the relatively extensive operation mode,the lack of fine management of government Tik Tok number;Fourthly,Tik Tok short video develops rapidly,and the policies of relevant departments fail to timely follow up.