关键词: 短视频, 公安政务抖音号, 传播互动, 信息生态, 算法推荐

Abstract: As Internet and mobile intelligent terminal technologies continue to advance, short video software focusing on music creativity, such as TikTok, Kwai, WeChat Video, and others, is experiencing a surge in popularity. These platforms attract numerous audiences due to their multi-sensory experience, fragmented communication, and instant posting features. TikTok and other short video platforms utilize data mining to push videos to users, thereby revolutionizing information communication and significantly enhancing the accuracy of information dissemination and user loyalty. Notably, a substantial number of government affairs accounts, represented by “Chang’anjian of the Political and Legal Affairs Committee of the Central Committee of the CPC”, have entered short video platforms, aligning with the developmental trend and promoting the contemporary theme while spreading positive societal energy. Among these, short videos focusing on public security and government affairs have demonstrated exceptional performance. According to statistical data from www.cpd.com.cn and related platforms, during the first half of 2021, short video accounts related to public security and government affairs on the TikTok and Kwai platforms collectively posted more than 300,000 videos, accumulating over 70 billion views in total. Short videos focusing on public security and government affairs effectively fulfill the role of government affairs services and play a crucial role in promoting mainstream values. Conducting an in-depth study of the factors influencing communication interaction among TikTok accounts related to public security and government affairs is of significance for enhancing their communication influence.
This paper introduces the concepts of information production, consumption, organization, communication, and management, integrating them with information ecology theory. By incorporating the algorithm recommendation mechanism of the TikTok platform, it outlines the subject behaviors within the short video information ecology, focusing on information production, consumption, and operation. In these 3 dimensions, this paper establishes a model of influence factors affecting communication interaction among TikTok accounts related to public security and government affairs. Specifically, factors such as the video title, writing style, background music, video duration, purpose, style, type, comment responses, video associations, hashtags, collections, external support, and other elements influence the communication interaction of such TikTok accounts.
Collaborating with TikTok, www.cpd.com.cn calculates the CPDI index by combining data from various dimensions and publishes the list of Kwai accounts and TikTok accounts related to public security and government affairs every two months. This paper focuses on the data from the 31st issue of the general list of the National Ranking List of TikTok Accounts of Public Security and Government Affairs (May-June 2021) for analysis. It considers 486 short video works posted by the Top 10 TikTok accounts related to public security and government affairs in May and June as the research samples.
The Qingbo Big Data Platform has launched the Douyin Communication Index (DCI) V1.0, which takes into account the communication influence of TikTok accounts related to government affairs across various dimensions, including the posting index, interaction index, and coverage index. Due to constraints on objective conditions, determining the number of new works and new followers poses a challenge. Therefore, this paper mainly focuses on the communication interaction index of TikTok accounts related to public security and government affairs, also referred to as the C index. This communication interaction C index constitutes 76% of the overall communication measurement and calculation. The higher weighting signifies the communication influence of TikTok accounts related to public security and government affairs to a significant extent.
In this paper, the degree of influence of various factors on the dependent variable C index of TikTok accounts related to public security and government affairs is examined using the SPSS non-parametric test method. Through this analysis, it is revealed that factors such as background music, video purpose, video style, video type, and so on, significantly impact the communication interaction of TikTok accounts related to public security and government affairs. Conversely, factors including video title, writing style, video duration, comment responses, video associations, hashtags, video collections, external assistance, and so on, have no significant influence on the communication interaction of such TikTok accounts.
Based on the current state of development of TikTok accounts related to public security and government affairs, as well as empirical research findings on the factors influencing their communication interaction, this paper presents optimization strategies to enhance their communication influence. These strategies encompass content enhancement, talent development, and operational proficiency, aimed at augmenting the communication impact of such TikTok accounts. Specifically, the first strategy involves intensifying vertical and in-depth exploration of short video content and enhancing the service efficiency of TikTok accounts related to public security and government affairs. Secondly, promoting the effective integration of User-Generated Content (UGC) and Professionally-Generated Content (PGC) models and nurturing talent in the production of short videos pertaining to public security and government affairs are essential. Thirdly, we should operate TikTok accounts related to public security and government affairs in alignment with the popular elements of short video platforms in daily activities.

Key words: short video, public security affairs Douyin account, dissemination and interaction, information ecology, algorithm recommendation