政务短视频平台中的政府形象提升研究
杨亚蒙
中共石家庄市委党校 马克思主义理论教研部, 河北 石家庄 050200
起止页码: 97--101页
DOI:
摘要：
政务短视频现已成为政务新媒体的重要传播形式，也是当前政府形象提升的新渠道。政务短视频所具有的叙事场景丰富、拍摄内容专业、语言表达年轻化的特点，使其在提升政府组织的知名度、提升政府形象的美誉度、提升社会治理的和谐度方面具有不可比拟的优势。但不少政务号仍存在着账号策划不当，缺乏新媒体思维；账号运营不善，优质内容难出圈；账号互动不足，舆论引导力不够的问题，在后续的管理中应加强视频策划，重视新媒体能力培养；优化运营管理，用好平台增加曝光度；重视官民互动，营造丰满的党政形象。
Research on the Promotion of Government Image in Government Short Video Platform
YANG Ya-meng
Teaching and Research Department of Marxist Theory, Party School of Shijiazhuang Municipal Committee of CPC, Shijiazhuang, Hebei 050200, China
Abstract:
The short video of government affairs has now become an important communication form of new media of government affairs, it is also a new channel to enhance the current government image. The short video of government affairs has the characteristics of rich narrative scenes, professional shooting content and younger language expression, which makes it have incomparable advantages in enhancing the popularity of government organizations, the reputation of government image and the harmony of social governance. However, there still remain some problems, such as many government affairs accounts still have improper account planning and lack of new media thinking; poor account operation, high-quality content is difficult to get out of the circle; insufficient account interaction and insufficient guiding power of public opinion. In the follow-up management, we should strengthen video planning and attach importance to the cultivation of new media capabilities, optimize operation management and make good use of the platform to increase exposure, attach importance to the interaction between the government and the people and create a full image of the Party and the government.
收稿日期: 2023-04-06
基金项目: 2021—2022年度石家庄市哲学社会科学规划课题“凝聚网络正能量、提高网络生态治理水平研究”（2-8）
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