政务抖音的情感传播研究究——以“共青团中央”为例.pdfVIP

摘 要 随着社交媒体的发展，情感传播成为重要的传播样态。为顺应形势，面貌肃 穆的政务机构也积极探索情感传播的模式，推动信息有效传递。这在官方抖音平 台中表现尤为明显。 本研究以传播学、社会心理学为视角，对政务抖音在内容传递的情感传播模 式进行讨论。以政务抖音号“共青团中央”作为典型案例进行分析，阐释其情感 传播的具体表现，探讨其主题、标题文本和视听元素中的情感成分，对其传递的 情感进行分类统计。进而总结政务抖音进行情感传播的利弊、探究其原因，以期 为政务传播壮大提供价值参考。研究结论认为政务抖音重视情感传播的作用，能 够合理地引导主流话语、凝聚社会共识，助力新时代的政府网络治理。政务抖音 的情感传播也有值得反思的方面。一是政府进行情感传播可能会助长整个网络环 境中的情绪化表达，更容易出现以情感为先的群体极化、后真相等现象。二是情 感作为政务传播的主要特征，可能会弱化政务信息的严肃和理性，甚至会制约政 务抖音号更深层次价值内容的传递。 概言之，政府官方入驻抖音将是政务传播和主流传播的创新探索，在积极发 挥情感传播能效的同时，平衡理性与情感的边界，仍值得深入研究。 关键词：政务抖音号；情感传播；政务传播 I Abstract With the development of social media, emotional communication hasbecome an important form of communication. In order to adapt to the situation, sober-looking government agencies have also actively explored the mode of emotional communication to promote the effective transmission of information. This is particularly evident intheofficialvibratoplatform. From the perspective of communication and social psychology, this study discusses the emotional communication mode of government vibrato in content transmission. Taking the government affairs vibrato Communist Youth League Central as a typical case, it analyzes the specific performance of its emotional communication, discusses the emotional components in its theme, title text and audio-visual elements, and classifies the statistics of the emotions it transmits. And then summarize the pros and cons of emotional dissemination of government affairs vibrato, and explore the reasons, in order to provide a value reference for the expansion of government affairs.The conclusion of the research is that the vibrato of government affairs attaches importance to the role of emotional communication, which can reasonably guide mainstream discourse, gather social consensus, and help government network governance in the new era. The emotional tra