Media Image Construction Of Firefighters In Government Short Video

In recent years,with the rapid development of mobile communication technology and mobile terminal technology,the development of short videos has entered the fast lane,and more and more government departments and agencies have entered short video platforms.Government short videos have become a new way of propaganda work for government agencies.Since 2018,Big government institutions have successively settled in the Tiktok platform,adding a new role-Tiktok short video in the "two micro end" communication matrix.Since the "Shanxi Fire Fighting" Tiktok number was launched in 2018,by March2023,the number of fans has reached 3.697 million,and the cumulative number of likes has exceeded 230 million.On December 27,2021,Shanxi Fire Tiktok stood out from the government affairs new media accounts of various industry systems nationwide,won the prize together with China Fire Weibo,was the only team level account in the national fire industry system that won this honor,was commended by the Central Cyberspace Office,and was listed in the list of "100 accounts with outstanding achievements in taking the online mass route".This paper uses the relevant theories of journalism and communication,selects the content since the establishment of the "Shanxi Fire" Tiktok account in June 2018,and studies the media image construction of firefighters.There has been a new shift in the construction of firefighter media images.This article summarizes three major shifts,namely: self construction as the dominant factor,visual construction as the dominant factor,and multidimensional construction as the dominant factor.The social,media,and cognitive reasons for the emergence of these three shifts are also discussed.With the help of Professor Xuan Baojian’s systems theory of media image,and through content analysis and in-depth interviews,the "Shanxi Fire Fighting" government Tiktok number has constructed the image of firefighters as "heroes","relatives","soldiers","devotees" and "children".Its construction methods include positive energy propaganda,fragmentation communication,official discourse There are five ways of diversified information sources and empathetic dissemination.Finally,this paper summarizes the shortcomings of the "Shanxi Fire" government Tiktok number in the process of building and spreading the media image of firefighters from three aspects: the main body of communication,the audience of communication and the content of communication,and puts forward corresponding optimization suggestions,so that the public can understand the fire rescue team and firefighters more intuitively and truly.