Research On The Dissemination Ability Of Government Affairs Tik Tok Accounts

With the advancement of the mobile Internet and changes in the news dissemination pattern,short videos are gradually emerging;under the guidance of "Internet +government affairs",the government affairs Tik Tok accounts have developed unprecedentedly.The "Opinions of the General Office of the State Council on Promoting the Healthy and Orderly Development of New Government Media" puts forward the goal of "comprehensively enhancing the communication,guiding,influence and credibility of new government media" for the development of new government media.As an official voice channel,the ability of government affairs Tik Tok accounts to spread in public health events such as the new crown pneumonia epidemic is of great significance for the study of health communication.This research mainly focuses on public health events,and selects 11 government affairs Tik Tok accounts in 11 fields and 316 related short videos published to conduct quantitative and qualitative research on the dissemination ability of government affairs Tik Tok accounts.First,summarizing the performance of the government affairs Tik Tok accounts in public health events.And then discussing the reasons for the lack of communication capacity of the government affairs Tik Tok accounts in public health events from the main body of the operation and the operation platform.Finally,according to the problems and causes found in the research,the countermeasures and suggestions for improving the communication ability of the government affairs Tik Tok accounts in public health events are put forward.The study found that in the spread of public health events,the government affairs Tik Tok accounts have the characteristics of high credibility,positive emotion,diverse forms and based on functions.At the same time,there are problems such as lax review of details,homogenization of content,vague user positioning,and lack of guidance interaction.The main reasons for the above problems are the lack of professional talent team,the low level of account management,the lack of internal coordination and linkage,the mainstream entertainment of operating platforms,and the limitation of short video dissemination by algorithm recommendations.In order to improve the public health communication capacity of the government affairs Tik Tok accounts,it is necessary for government departments to make great efforts to build a team of operational talents,create high-quality and unique content,measure the effect of communication,optimize agenda setting,expand communication channels,accurately locate users,strengthen positive image,strictly control the content and other measures to effectively enhance the dissemination,guidance,influence and credibility of the government affairs Tik Tok accounts.