扬州政务新媒体影响力实证研究——以“扬州发布”抖音号为例  

An Empirical Study on the Influence of New Government Media in Yangzhou——A Case Study of Tiktok Yangzhou Release

作　　者：张一凡 陈静[2] 王晓刚[2] ZHANG Yi-fan;CHEN Jing;WANG Xiao-gang(Yangzhou Polytechnic College,Yangzhou 225009,China)

机构地区：[1]扬州职业大学数学科学学院,江苏扬州225009 [2]扬州职业大学,江苏扬州225009

出　　处：《扬州职业大学学报》2021年第4期6-10,共5页Journal of Yangzhou Polytechnic College

基　　金：扬州市社科重点课题(扬社联〔2021〕16号)。

摘　　要：在“扬州发布”抖音号的用户参与度和新闻类别、价值要素、视听语言之间建立线性回归模型,实证分析了政务新媒体影响力的因素。研究发现,“扬州发布”抖音号中时政、社会和公安新闻正向影响用户参与度;该抖音号讲述正能量故事视频占比较高;融入正能量元素的短视频提升用户参与度;在视听语言层面,画面景别较少、时长控制在15s内的短视频更受用户关注。针对“扬州发布”抖音号存在新颖性标题较少、平台与用户的互动性较弱、城市符号创新不多等问题,提出优化短视频表现形式、及时发布政务信息和热点新闻、传播内容多元化、加强正能量引导等发展建议。This paper studies the influence factors of the new government media in Yangzhou by establishing a linear regression model between the user engagement and news category,value elements and audio-visual language in Tiktok Yangzhou Release.The result shows in Tiktok Yangzhou Release that the news of current politics,society and public security has a positive impact on user participation,this Tiktok focuses on spreading positive energy,integrating positive energy elements into current political short videos is conducive to enhancing user participation,in terms of audiovisual language,short videos with fewer frames and scenes and a length within 15 seconds are more concerned by users.In view of the problems in Tiktok Yangzhou Release,such as fewer novel titles,weak interaction between platform and users,and less innovation of urban symbols,the paper comes up with some development suggestions,including optimizing the expression form of short videos,timely releasing government information and hot news,diversifying the communication content and strengthening positive energy guidance.

关 键 词：政务新媒体 影响力 扬州发布 抖音 

分 类 号：D63[政治法律—政治学] G206[政治法律—中外政治制度]