| The COVID-19 epidemic is highly contagious and the population is generally susceptible.Vaccination against the novel coronavirus can greatly reduce the damage to self-health caused by the novel coronavirus.How to persuade more people to take the initiative to vaccinate after the launch of the new crown vaccine requires the efforts of the media.New media for government affairs have the characteristics of fast mobility and wide spread.As the official We Chat account launched by government departments,Government We Chat is a new platform for the government to transmit information,shape its image,and provide services.This paper takes the network agenda setting as the theoretical basis,takes the new crown vaccination event as the case,uses the content analysis method and the social network analysis method as the research method,based on the data support of 370 tweets about the new crown vaccination pushed by Shanghai’s three-level government affairs We Chat from August 18,2020 to July 17,2022,by analyzing the three-level government affairs We Chat in Shanghai’s new crown vaccination,by comparing and analyzing these networks,we can intuitively see the spread of government We Chat in the new crown vaccination incident.It is found that the core attributes and edge attributes of Shanghai’s three-level government affairs We Chat agenda network are highly consistent,and the topics are highly consistent.All three levels of government affairs We Chat pay attention to the dissemination of local information and provide accurate services for local residents;There is a significant and interactive relationship between the three levels of government affairs We Chat agendas,and the higher-level government affairs We Chat agenda significantly affects the lower level government affairs We Chat network agenda.After analysis,it was found that in the process of the spread of the new crown pneumonia vaccination,there were problems such as insufficient attention to mobilization slogans,overlapping content between different levels that blurred residents’ identities,some opinion leaders’ voices caused disgust among netizens,and insufficient interaction between the comment area and the audience.Based on the problems found,this paper puts forward suggestions on how to better guide the public in mobilization events.First of all,from the perspective of consciousness,it is necessary to optimize the communication strategy,from the previous persuasion to cultivate common will and create a healthy community;The form can amplify emotional factors,increase positive publicity on vaccines,and at the same time formulate publicity strategies according to local conditions,and use diversified forms to carry out mobilization.Secondly,government affairs We Chat at different levels should not only adhere to the interconnection of information,but also stand up for their own roles,assume their respective functions,and provide targeted services according to the needs of the masses,so as to achieve a balance between information sharing and accurate services.Finally,we should pay attention to making good use of the role of opinion leaders,especially in today’s rapid development of mass media,strengthen the interaction between the new media of government affairs and the masses,and keep abreast of what the masses think,think and expect,in order to solve their troubles,gain their trust and recognition,achieve good publicity effects,and recount the depth of fish and water in the new era. |
