摘要
在回顾文献的基础上,分析构建政务短视频传播效果评价指标体系的意义。从供给侧系统、传播系统、需求侧系统和社会影响系统入手,建构政务短视频传播效果影响因素动能模型,并利用德尔菲法、灰色统计法和层次分析法构建了包含4个系统、14个要素和52个具体指标的政务短视频传播效果评价指标体系并确定权重。通过对“长沙发布”政务抖音号传播效果的实证分析,从供给、传播、需求三大系统切入,提出深化政务短视频供给侧改革,统筹协调各要素之间关系;增强政务短视频受众接近性,扩大传播影响力;深耕优质政务短视频内容,建立社交交互场域的提高政务短视频传播效果的策略,以期助推政务短视频进一步发展,从而为党政机构掌握话语权、优化党政机构形象、促进经济社会文化发展提供帮助。
Based on a review of the literature,the value and significance of constructing an evaluation index system for the short video about government affairs communication effect is analyzed,and a kinetic energy model for the short video about government affairs communication effect is constructed based on the supply-side system,the communication system,the demand-side system,and the social influence system.Using Delphi method,grey relation analysis and analytic hierarchy process,an“evaluation index system of the short video of government affairs communication effect”containing 4 systems,14 elements,and 52 specific indicators is established and weighted.The empirical analysis of the effect of the communication is found to be“good”for the TikTok“Changsha Announcement”.Finally,it cuts through the three major systems of supply,communication and demand.Based on the results of the empirical analysis,it is proposed to deepen the supply-side reform of the the short video about government affairs,coordinate and coordinate the relationship between various elements;enhance the accessibility of the short video of government affairs audiences and expand the influence of communication;deepen the quality of the short video about government affairs content and establish strategies for the spread of the short video about government affairs in social interaction fields,with a view to promoting the further development of the short video of government affairs in order to have a say in the Party,optimize the image of party and governmental institutions,and promote the economic,social and cultural development.
作者
于晶
谢泽杭
Yu Jing;Xie Ze-hang(Department of Politics,East China Normal University,Shanghai 200241,China)
出处
《华南理工大学学报（社会科学版）》
2020年第6期117-127,共11页
Journal of South China University of Technology(Social Science Edition)
基金
教育部人文社会科学研究项目(17YJA860022)。
关键词
政务短视频
传播效果
评价指标体系
short video about government affairs
communication effect
evaluation system
