| Driven by the ever-changing new media technology,Tiktok,as a leader in the field of short video,is loved by young people,especially college students,due to its ultra-high penetration rate and daily activity.Adhering to the concept of "young people win the world",now all universities have begun to settle in Tiktok,establish their own official Tiktok accounts,and become a new digital communication window for their external image building and display.By the end of 2021,the number of colleges and universities stationed on the Tiktok platform in China has reached more than 1200.Compared with 2756 colleges and universities announced by the Ministry of Education in the same period,more than 40% of colleges and universities have settled on the Tiktok platform,which means that more and more colleges and universities have begun to attach importance to using the Tiktok short video platform as their own external image building and publicity.Although the use of Tiktok platform for image building and publicity has been widely recognized by many colleges and universities,and it has achieved good communication results in enrollment publicity,campus life,civilized style display,etc.,due to the influence of factors such as lack of practical operating experience,many colleges and universities still have many problems with their official Tiktok accounts.Therefore,it is necessary to systematically analyze the influencing factors of the current university Tiktok number communication effect,find out the existing problems,and put forward suggestions for communication optimization on this basis.The paper mainly adopts the content analysis method,selects the top 20universities’ official Tiktok number of fans in Anhui Province as the research object,uses web crawler software to collect data on the works of 20 universities’ official Tiktok number,collects 3639 works in total,uses Zang Guoren’s "three-level framework" as the theoretical analysis basis,codes the communication content of 20 sample universities,and analyzes the theme of the high-level framework Analyze the emotional direction of the middle level framework and the narrative expression of the low level framework from three levels.The research found that,at the high-level framework level,most of the works released by Tiktok in colleges and universities currently contain topic words and titles are often plain expressions,with the largest number of works in the learning life category;at the middle level of the framework,the content is mainly emotional oriented.The works of Tiktok mostly convey positive emotions,and the release frequency is about once every two days,often in the evening;at the low level framework level,the content is mainly narrative expression.In terms of presentation form,the most commonly used video release works.In terms of external image recognition,Tiktok mainly uses a school logo,a school name and a school motto to design its homepage.At the same time,in the process of analyzing the content of the official Tiktok number of colleges and universities in Anhui Province,the author also found that there are still some problems in the current use of Tiktok number of colleges and universities in Anhui Province to shape and spread the image,such as the homogenization of video themes,the slow release of works,the fuzzy positioning of fans,and the solidification of the external image.In response to these problems,the author proposed that we should change ideas,strengthen the awareness of active communication,strengthen professional talent training Optimize innovative communication methods and other aspects. |
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