Reserch On The Police Image Of The Government TikTok "Xiaojingate"

With the vigorous development of short videos,the arrival of the new government media 3.0 era has been promoted.Government Tik Tok has become a powerful newcomer in the government’s new media area.As the most dynamic type of Tiktok in government affairs,there are more than 4,500 police Tik Tok accounts,which has become important tools for shaping the police image.The Tik Tok police account "Xiaojingate" is affiliated to the Political Department of Xiaogan city Public Security Bureau,and has performed well in shaping the police image and promoting police-community interaction.Since December 21,2018,"Xiaojingate" has released nearly 500 vedios.The video content revolves around the Law enforcement and law popularization of Xiaogan police;at the same time,the main creative team had use rich video forms,with good video types,copywriting,and music to enhance the fun of the video to cater to Tik Tok User preferences,.By selecting 489 Tik Tok videos of "Xiaojingate" as samples for statistical analysis,it is found that "Xiaojian Ate" created a serious and lively double-sided police image.According to the different creation methods,the videos of "Xiaojian Ate" are divided into documentary short videos and creative videos.The short documentary videos restore Xiaogan police public security work,and shape the heroism of grassroots police.The image of fearless law enforcement and the image of dedicated service;the creative videos shows the serious and lively side of the Xiaogan police through a variety of video types such as popular science vlog,melodrama,micro-documentary,and short dialogue video,shaping the role of Xiaogan police as a police officer.The organizational image of the Xiaogan goverment,the ordinary and vivid social image,and the unique image of the network master of Chen Te.The construction of the police image of "Xiaojingate" is affected by the external environment and internal motivation.This police image is in line with the expectations of the government and the people for a high-level police force in the new era,and it is also the result of government Tik Tok using a communication strategy that conforms to the platform’s tone.The attempt to publicize the police image of "Xiaojingate" on Tik Tok has rich practical value: it is conducive to strengthening the internal work style of the public security system and eliminating the crisis of police image.At the same time,through the linkage of offline police resources and online media resources,the closed-loop image publicity model of "Xiaojingate" provides a reference for the vast number of local Tik Tok police accounts.However,there are deficiencies in the image construction of "Xiaojingate" :the short video entertainment expression has indirectly caused legal popularization works to become a tool for users’ recreation,the police IP matrix has not been established,and the operation level needs to be improved.Based on the above analysis,it is suggested that the construction of police image of government tiktok should focus on three aspects: clarifying the positioning of the party media,creating a personalized IP,and establishing a refined operation mechanism.