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论文编号：	15356
作者编号：	2120223829
上传时间：	2025/6/6 23:01:15
中文题目：	政务短视频的信息触达效果研究
英文题目：	Research on the Information Reach Effect of Government Affairs Short Videos
指导老师：	王芳
中文关键字：	政务短视频；信息触达；抖音短视频平台
英文关键字：	Government affairs short videos; Information reach; Douyin platform
中文摘要：	政务短视频在公共治理、政法宣传、政民沟通、防灾预警等领域都发挥着多维度的关键作用，本研究将深入探究政务抖音号信息触达效果的影响因素，目的是制定行之有效的提升策略，从而帮助政府部门更好的提升公共政策宣传水平、牢牢掌握社会舆论主导权、提高政府公信力、亲和力。这不仅有助于政府更好地履行公共服务职能，还能增强政府与公众之间的信任，推动社会治理体系和治理能力现代化建设 本研究聚焦政务短视频的信息触达效果，选取抖音短视频平台上的政务号作为研究对象，综合运用文献分析、案例分析、内容分析、回归分析和访谈法，对抖音平台的352条政务短视频数据进行实证研究。研究发现，政务短视频在形式和内容上存在显著特征，如竖屏主导、字幕普及率高、内容上以新闻播报、正能量宣传和主题宣传为主，但防诈、预警等实用主题占比偏低。通过回归分析发现，视频主题、内容质量、人物角色、情景剧形式、跨账号共创及评论区互动等因素对信息触达效果具有显著正向影响。案例研究表明，“成都市场监管”“天津消防”等账号通过实拍执法、情景剧创作和政民互动策略实现高触达效率。最后，研究从内容设计、形式创新、协作传播、技术赋能和用户互动等方面提出提升政务短视频信息触达效果的建议，为提升政务短视频的信息触达效果提供理论依据与实践参考。
英文摘要：	Government affairs short videos play a multi - dimensional and crucial role in various fields such as public governance, political and legal propaganda, government - people communication, and disaster prevention and early warning. This study delves into the influencing factors of the information reach effectiveness of official Douyin (TikTok) accounts, aiming to formulate practical strategies to help government departments enhance public policy promotion, firmly grasp the dominance of public opinion, improve government credibility and approachability. This will not only assist the government in better fulfilling its public service functions but also strengthen trust between the government and the public, advancing the modernization of social governance systems and capabilities. Focusing on the information reach effectiveness of official short videos, this research selects official accounts on the Douyin platform as the study subject and employs a comprehensive methodology including literature analysis, case studies, content analysis, regression analysis, and interviews. An empirical study is conducted on 352 official short videos from the Douyin platform. The findings reveal that official short videos exhibit distinct characteristics in form and content, such as a dominance of vertical screens, high subtitle usage, and a focus on news broadcasts, positive publicity, and thematic campaigns, while practical topics like fraud prevention and early warnings are underrepresented. Regression analysis indicates that video theme, content quality, character roles, situational drama formats, cross-account collaborations, and comment section interactions significantly and positively influence information reach effectiveness. Case studies demonstrate that accounts such as *"Chengdu Market Supervision"* and *"Tianjin Fire Rescue"* achieve high reach efficiency through real-life law enforcement footage, situational drama creation, and strategies fostering government-citizen interaction. Finally, the study proposes recommendations to enhance the information reach effectiveness of official short videos across five dimensions: content design, format innovation, collaborative dissemination, technological empowerment, and user interaction, providing both theoretical foundations and practical references.
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