短视频传播在高校形象塑造与公共管理中的应用研究——以抖音平台为例  

Research on the Universities’Image Construction and Management Based on Short Videos-Taking TikTok as an Example

作　　者：王哲[1] 何飞 程励[1] WANG Zhe;HE Fei;CHENG Li(Sichuan University,Chengdu 610065 China;Sichuan Police College,Luzhou 646000 China)

机构地区：[1]四川大学,成都610065 [2]四川警察学院,泸州646000

出　　处：《电子科技大学学报（社科版）》2024年第4期37-44,共8页Journal of University of Electronic Science and Technology of China(Social Sciences Edition)

摘　　要：短视频正深刻影响公众对高校形象的认知。如何利用以抖音平台为代表的短视频构建和传播正面形象,成为高校在公共管理与社会治理语境下的重要课题。通过对国内10所高校抖音平台官方账号的数据进行统计分析研究,发现高校在抖音平台上的官方账号普遍存在传播目标不明确、视频内容不聚焦、形象建构定位不清晰等问题,影响了高校形象在互联网主阵地上传播与管理的成效。因此,高校应根据抖音平台用户群体特征来制定传播策略和内容生产,通过充分利用抖音平台提供的UGC+PUGC内容生产模式,增强与抖音用户的情感纽带,实现高校形象的差异化与精细化传播,从而占据高校对外宣传的主阵地。Short videos are profoundly affecting the public’s perception of the image of universities.How to utilize the short videos like TikTok to build and spread positive images has become an important issue for universities in the context of public management and social governance.Based on the data collected from the official TikTok accounts of 10 domestic universities,this paper conducts statistical analysis and research,and finds that there are generally problems with unclear dissemination goals,unfocused video content,and unclear positioning of image construction for universities’TikTok accounts,which limits the effectiveness of constructing and managing university images on the main online platform.Therefore,universities should formulate dissemination strategies and content production based on the characteristics of TikTok’s user group.By fully utilizing the UGC+PUGC content production model provided by TikTok,universities can strengthen emotional bonds with TikTok users,achieve differentiated and refined communication of university images,and thus occupy the main platform for external university publicity.

关 键 词：高校形象 短视频 形象建构 高校管理 

分 类 号：G206[文化科学—传播学]