Perspective of Communication ｜ Methods and countermeasures facing short video transmission of government affairs

Author: Qingdao Daily Newspaper Group Duan Haiying

Source: "All Media Exploration" June 2022 issue

Abstract: The "short video of government affairs" is one of the forms of communication between the new media and the current field of new media communication. Short videos make new government affairs media more affordable and influential. This article studies short video dissemination in new government affairs media, explores how to enhance the spread of government affairs in the Internet context, and solve the problems of short video transmission of government affairs.

Keywords: new media of government; short videos; integration media; innovation

In the era of Rong Media, the role and account number of information publishing platforms and accounts for operating entities based on institutions, social groups, and state -owned enterprises, which played an increasingly apparent role in Internet news communication, and formed the main body of communication with new government affairs. The rapid development of short videos has injected strong hearts into new government affairs media, further expanding the leap in time, space and content of new government affairs media, and enriching the communication method and content.

1. New media and government affairs short videos

The so -called "new government media" is an institutional institution, social groups, state -owned enterprises and other new media platforms and accounts based on the release of official information. Important responsibilities of official agencies. "Government Short Video" is one of the forms of communication of new media media and the popularity of the current field of new media. The development of new government media has obvious characteristics of the times. In the era of traditional media, there are also various types of government media, including internal newspapers, briefing, and notifications. The development of the new media has allowed the official agency to start "touch the net". The official portal is the earliest expression of the new media of the government affairs. In the future, the information release and platform construction of new government affairs media have become one of the core functions of official institutions. Immediately afterwards, the new government affairs media began to popularize the WeChat public account and mobile clients. In the early days of the development of new government affairs media, it was restricted by multiple parties such as mobile carriers and mobile phone traffic. Short videos were not included in the mainstream echelon of government information. With the rapid and popularity of short video platforms, the operation of new government affairs media has gradually moved to the front desk. As an important starting point for government affairs openness and public services, government affairs short videos have also become an important position for public opinion guidance.

2. The main problem facing government affairs short video dissemination

In the process of development of new government affairs, through the introduction of talents and dissemination and innovation, it has accumulated a higher volume and popularity, especially in the field of short video content creation. However, in the fierce new media competition, government affairs There are still a series of problems in the creation and communication of short videos, which restrict the upgrading and development of government information release.

(1) The transmission of short video of government affairs has been restricted by a variety of constraints

The particularity of the new government operating subjects have made new government -driven media transmission restricted by various factors. The spread of government affairs short videos is the upgrade of Wentu News. The content is more intuitive and far -reaching, so it is also strictly supervised by the competent government units of government affairs. For the traditional media agency, information release needs to follow basic news communication criteria, which is an objective process of editing and dissemination of the news. And new government media must consider more subjective factors, such as whether the material is suitable for release, how to avoid excessive entertainment, whether the content of the content is contrary to the news, etc., but those who consider these issues are often not new government media media. Operator. In contrast, the constraints of non -news communication factors received by the short video of government affairs are even more obvious. This is determined by the main background of the new government media. , Need to abide by the relevant work system and discipline.

(2) Public affairs short video creation lacks high -quality ideas

The basic characteristics of short video are simple content and shorter duration. Users can understand the full picture of the information through short video platforms in the short video platform. Although the short video is more hot now, many short videos have entered a misunderstanding in the creation, that is, simply gain attention from a strong perspective, color and sound effects, and ignore content creation and creative planning. There are also such problems in the short video of government affairs. At the beginning of the news narrative, the climax was directly entered. The lack of basic pavement and creativity, and the expression of direct expressions was an important feature of short videos, but the homogeneity of network short videos allowed government affairs to make government affairs. The information lacks a sense of identity and adds too much entertainment factors. At the same time, the lack of high -quality creativity in the short video of government affairs and excluding operators' capabilities is also related to many operators still staying in the creative concept and attitude of simply integrating various types of video materials. Analysis also lacks in -depth research on editing, color and lens.

(3) The short video management of government affairs lacks scientific assessment mechanisms

The vast majority of new government affairs media exist on the official unit, and concentrated in the propaganda department. Most of the operating entities are institutions and institutions, social groups and state -owned enterprises. They often lack professional media operation experience. The contradictions between the propagation of new government affairs media, the effect of communication effect and scientific assessment are almost difficult to reconcile. There are mainly the following problems in scientific assessment in the current government short video communication: First, the quality assessment of the creation of short video creation, lack of professional judgment standards, difficult to evaluate the creative quality of government affairs short videos, and easily damage the enthusiasm of creators; Second, the evaluation of the effects of short video dissemination of government affairs, lacks scientific standards to comprehensively analyze reading volume, praise, forward volume, and fans' increment; third, the criterion for the influence of short video communication, how to evaluate the short government affairs shortness The social benefits created by video communication are a big problem, and even in the entire media industry, there is a lack of corresponding evaluation mechanisms. 3. Proposal to improve the level of production and communication of government affairs

(1) Precise positioning, push new in short video content

Whether it is traditional media or new media, the core of news communication is still "content". Although the government's new media represents the official, different official institutions have obvious functional differences and influence of communication, and new government affairs media should be regarded as the overall category, and each new government new media should be regarded as an independent news communication. Platform, which improves the level of communication of government affairs, is also essentially improving the influence of the propagation of new government and competent units.

For new government affairs media, we must first do a good job of accurate positioning, focus on the dissemination of the specific work content, audience and official information around the unit, clarify the operating purpose and working method of new government affairs media, and clarify the creation of short video video creation. The direction; secondly, we must penetrate the characteristics of the industry, and some targetedly attract traffic. New media of education institutions should pay attention to policy services, and medical and health systems need to pay attention to meticulous people's livelihood needs. Official institutions in different industries must start from their own functions, dig the most audience to the most audience. Pay attention to the news points of the government, and transform into the content of the transmission of government affairs; in the end, the content of the short video of government affairs should keep up with the trend of the times. Answer public questions and dispel all doubts in the environment of public opinion.

(2) Communication resonance, creating a brand effect of short video communication of government affairs

On the Douyin platform, fans of the "People's Daily" and "CCTV News" accounts have reached 150 million and 140 million, respectively. Such fans fully reflect the resonance of content creation and form a good brand effect. Essence In contrast, the vast number of fans of other national news institutions have a number of millions to 10 million, and the number of vibrato accounts of the provincial -level news institutions is more than hundreds of thousands to millions. To build a short video brand through communication and resonance, operators must fully consider where the audience's attention is, think of what the people think, and urgent the people. According to different release content, new government affairs media should focus on short video recording and editing to achieve directional dissemination and accurate communication, so that the audience who watch the short video of government affairs feel that the content is related to its own inner association and benefit from it.

To achieve the brand effect of short video video, we must fundamentally grasp the planning, creativity and quality of content. Taking the short video communication of the "Qingdao Release" Douyin account as an example, this account did not fully become a traditional release platform in the traditional sense. The release of such "soft" news can not only enhance the image of the city, but also closer the distance between the new media and the audience, and create a good atmosphere of Internet communication.

(3) Interactive communication, introduce professional teams

New media new media itself is not a professional media institution, so it is often uncomfortable to rely on its own power to create short video content. It is difficult to ensure that content creation is stable at a high level. This is mainly due to the number of operators and comprehensive literacy. Limitation, it is difficult to continuously push the short video video according to the frequency of professional media institutions.

In order to ensure the number and quality of government affairs short videos, new media operating institutions should introduce professional media teams, especially the professional talents of TV news agencies and new media communication agencies. They have good news literacy, technical foundation and rich short videos News resources can fundamentally alleviate the creation and pressure of short video of government affairs. Official agencies need to establish an interactive communication mechanism and establish talent exchanges, content planning, and interoperability co -construction systems with professional media institutions in terms of official press release and media information dissemination. Influence.

[references]

[1] Chen Ke. The current development of new media in the enterprise-take the publicity of the "craftsmanship" as an example [J]. Young reporter, 2018 (14): 127-128.

[2] Chen Xiaojuan. The connection logic and strategy of the production of short video content of government affairs [J]. Journal of Jianghan University (Social Science Edition), 2021,38 (03): 58-65+126.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X.Pioneer in August 2021.The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

Submit mailbox: [email protected]

Contact number: 0531-85196441

- END -