Study On The Communication Of Douyin Buhao In Xi ’an Chanba Public Security

With the development of Internet technology and the acceleration of life pace,various new media have emerged.Douyin short video app,relying on the massive data platform and audience interest-oriented push of Toutiao,quickly attracted a large number of users’ attention and interaction,forming a huge flow of traffic,and many institutional media have opened Douyin accounts.The Opinion on Promoting the Healthy and Orderly Development of Government New Media issued by the General Office of the State Council on December 7,2018,requires local governments at and above the county level and departments of the State Council to establish government new media.Various levels of governments actively responded to the call,and the number of government new media accounts rapidly increased.This study takes "Xi’an Chanba Public Security" Douyin account as the research object,using case study,content analysis,literature research,and other research methods,and applying the "5W" model to study the dissemination subject,content,media,audience,and dissemination effect of "Xi’an Chanba Public Security" Douyin account,aiming to provide some benefits for the research of government Douyin accounts.This thesis consists of eight parts.The first part is the introduction,which mainly outlines the research background and significance of this paper,the research status of relevant scholars at home and abroad on this topic,the research methods used in this paper,and the research innovation and shortcomings.The second part is the explanation of relevant concepts and theories,which respectively explain the government Douyin account and "Xi’an Chanba Public Security" Douyin account,and briefly introduce the "5W" model.The third part analyzes the dissemination subject of "Xi’an Chanba Public Security" Douyin account.The account has three levels of dissemination subject: Xi’an Chanba Public Security Ecological Sub-bureau is responsible for macro guidance and rule-making,the operation team is responsible for theme planning and material selection,and the audience is responsible for forwarding and sharing to achieve secondary dissemination.These dissemination subjects have characteristics of specialization,strategization,interactivity,and effectiveness.The fourth part analyzes the dissemination content of "Xi’an Chanba Public Security" Douyin account.It analyzes the content and form of legal short plays,positive energy police events,image propaganda,popular topics(non-police-related),and other short videos.It believes that they have characteristics of being concise,rich in form,high-quality production,and close to life.The fifth part analyzes the dissemination media of "Xi’an Chanba Public Security" Douyin account,respectively from the two levels of the media’s dissemination means and dissemination platform.It believes that the account has characteristics of being original-based,creating opinion leaders,highlighting cluster effects,and precise platform pushing.The sixth part analyzes the audience of "Xi’an Chanba Public Security" Douyin account,from the information characteristics and viewing motives of the audience,pointing out that the audience of the account is mostly male,and they mainly satisfy their information and entertainment needs.The seventh part analyzes the dissemination effect of "Xi’an Chanba Public Security" Douyin account.It uses the user interview method to statistically analyze the account’s exposure,dissemination,and user recognition from the three aspects of audience cognition,psychology and attitude,and behavior,as well as the number of likes,comments,and reposts.It believes that the account has high exposure and dissemination power,as well as high user recognition.The eighth part proposes suggestions for the existing problems of "Xi’an Chanba Public Security" Douyin account..