Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition) ›› 2022, Vol. 58 ›› Issue (4): 72-85.doi: 10.16088/j.issn.1001-6597.2022.04.007

Previous Articles     Next Articles

A Study on the Influencing Factors of the Information Communication Effect of Government Tiktok Accounts during Public Health Emergencies: An Empirical Analysis Based on the Official Accounts of 25 Provincial Health Agencies of China

CHEN Qiang1, PENG Ya-ting2   

  1. 1. School of Journalism and New Media, Xi’an Jiaotong University, Xi’an 710049, China;
    2. School of Journalism and Communication, Xiamen University, Xiamen 401331, China
  • Received:2022-02-12 Online:2022-07-25 Published:2022-07-26

Abstract: As the official accounts of Chinese government agencies on the Tiktok platform, government Tiktok has become an important tool for authoritative information dissemination, crisis situations communication, misinformation refutation and public service provisions in public crisis. Since the key to the success of public crisis communication lies in the rate of information arrival and the degree of information acceptance, it has become a hot topic in both academic and industrial circles about how to maximize its information communication effect. Following the elaboration likelihood model, this study investigates the effects of the central cues such as content themes and the peripheral cues including social media capital, dialogic loop, video length, background music and subtitle explanation on the information communication effect of government Tiktok accounts over the COVID-19. An analysis of the 2 515 video samples collected from 25 China’s provincial health departments tells the following findings: in terms of the effect of the overall communication effect and its three dimensions, namely depth, breadth and emotion, 1) those about the COVID-19 publicity and mobilization, compared with Tiktok videos related to story and emotion, perform a significant role, in a marked contrast to videos about knowledge of treatment and prevention; 2) social media capital stands out; 3) one dimension of dialogic loop, namely “#”, weighs more; 4) videos with graphic splicing, shooting and editing, compared with videos of cartoon animation, take a positive role; 5) video length talks; 6) background music and subtitle explanation occupy no position.

Key words: government Tiktok, short video, public health emergencies, the COVID-19, communication effect, elaboration likelihood model, dialogic loop, social media capital

CLC Number: 

  • D63
[1] Chen Q, Min C, Zhang W, et al. Factors driving citizen engagement with government TikTok accounts during the COVID-19 pandemic: model development and analysis [J/OL]. Journal of Medical Internet Research, 2021, 23(2):e21463. DOI: 10.2196/21463.
[2] 吐鲁番网警巡查执法官方新浪微博.政务抖音号2020年8月排行榜[EB/OL].(2020-09-26)[2021-01-08]. https://weibo.com/ttarticle/p/show?id=2309404546140505768071&sudaref=www.baidu.com.
[3] Petty R E, Cacioppo J T. Communication and persuasion: central and peripheral routes of attitude change[M]. New York: Springer, 1986.
[4] Bhattacherjee A, Sanford C. Influence processes for information technology acceptance: an elaboration likelihood model[J]. MIS Quarterly, 2006, 30(4): 805-825.
[5] Petty R E, Wegener D T, Fabrigar L R. Attitudes and attitude change [J].Annual Review of Psychology, 1997:609-647.
[6] 唐杰.基于精细加工可能性模型的员工应对组织变革研究[J].经济管理,2010(8):178-185.
[7] 章萌.移动有声阅读用户内容付费意愿影响因素研究[J].出版发行研究,2019(1):28-34.
[8] Xu W A, Zhang C C. Sentiment, richness, authority, and relevance model of information sharing during social crises—the case of #MH370 tweets [J]. Computers in Human Behavior, 2018, 89: 199-206.
[9] Ji Y G, Chen Z F, Tao W, et al. Functional and emotional traits of corporate social media message strategies: behavioral insights from S&P 500 Facebook data [J]. Public Relations Review, 2019, 45(1): 88-103.
[10] 张放,杨颖.移动政务视频碎片化传播效果的实验研究[J].新闻界,2021(2):46-56.
[11] 陈强,高幸兴,陈爽,等.政务短视频公众参与的影响因素研究——以“共青团中央”政务抖音号为例[J].电子政务,2019(10):13-22.
[12] 宁海林,羊晚成.重大突发公共卫生事件传播效果的影响因素实证分析——以卫健类抖音政务号为例[J].现代传播(中国传媒大学学报),2021(1):147-151.
[13] 陈强,张杨一,马晓悦,等.政务B站号信息传播效果影响因素与实证研究[J].图书情报工作,2020(22):126-134.
[14] Ngai C S B, Singh R G, Lu W, et al. Grappling with the COVID-19 health crisis: content analysis of communication strategies and their effects on public engagement on social media [J]. Journal of Medical Internet Research, 2020, 22(8): e21360. DOI: 10.2196/21360.
[15] Chen Q, Min C, Zhang W, et al. Unpacking the black box: how to promote citizen engagement through government social media during the COVID-19 crisis [J/OL]. Computers in Human Behavior, 2020, 110. http://doi.org/10.1016/j.chb.2020.106380.
[16] 李小军,吴晔,胡璠.社交媒体上新兴传染病的危机传播——对抖音平台新冠肺炎短视频的计算内容分析[J].新闻知识,2020(10):55-67.
[17] 黄彪文,董晨宇.媒体对新发突发传染病的报道图景——以甲型H1N1流感为例[J].新闻大学,2010(4):19-32.
[18] Saxton G D, Guo C. Social media capital: conceptualizing the nature, acquisition, and expenditure of social media-based organizational resources[J/OL]. International Journal of Accounting Information Systems, 2020, 36: 100443. http://doi.org/10.1016/j.accinf.2019.100443.
[19] Zhou T, Lu Y, Wang B, et al. Explaining mobile community user participation from a social capital perspective [J]. International Journal of Mobile Communications, 2010, 8(3): 278-296.
[20] Ye Q, Fang B, He W, Hsieh J J. Can social capital be transferred cross the boundary of the real and virtual worlds? An empirical investigation of Twitter[J]. Journal of Electronic Commerce Research, 2012, 13(2): 145-156.
[21] 陶冬.政务抖音短视频公众参与行为影响因素研究[D].武汉:华中师范大学,2020.
[22] 刘晓娟,王昊贤,肖雪,等.基于微博特征的政务微博影响因素研究[J].情报杂志,2013(12):35-41.
[23] Yang Y, Deng W, Zhang Y, et al. Promoting public engagement during the COVID-19 crisis: how effective is the Wuhan local government’s information release?[J]. International Journal of Environmental Research and Public Health, 2021, 18(1):118.
[24] 常昕,杜琳.微语态下短视频传播模式分析及趋势思考[J].电视研究,2017(8):70-73.
[25] 李伊淳.政务抖音号“内蒙古交警”的传播内容与传播效果研究[D].呼和浩特:内蒙古大学,2020.
[26] 邵歆晨.探索融媒体环境下“抖音”产品的音乐传播效果[J].科技传播,2020(1):112-113.
[27] 于君英.背景音乐对电视广告效果的影响及实证分析[J]. 东华大学学报(社会科学版),2007(2):126-130,137.
[28] 刘亚平.电视广告音乐研究[D].开封:河南大学,2012.
[29] 巫霞,马亮. 政务短视频的传播力及其影响因素:基于政务抖音号的实证研究[J].电子政务, 2019(7):22-30.
[30] 孙珂.公众参与政务短视频的影响因素研究[D].长春:吉林大学,2020.
[31] Kim C, Yang S U. Like, comment, and share on Facebook: how each behavior differs from the other[J]. Public Relations Review, 2017, 43(2): 441-449.
[32] 陆铭,陈钊.城市化、城市倾向的经济政策与城乡收入差距[J].经济研究,2004(6):50-58
[33] 卢桦.公安政务微博公众参与行为影响因素研究[D].成都:电子科技大学,2008.
[1] JI De-qiang, BAI Yan-ze. Short Video Served as a Digital Platform and Infrastructure —A Perspective of Political Economy of Communication [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(3): 71-82.
[2] CHAO Nai-peng, WANG Zhen-zhen, MAO Qiao-zhang. Big Data Analysis on Media Multitasking Behavior of Short Video Users [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(3): 83-94.
[3] WANG Bin, LI Yao-yu. From Factual Logic to Presentation Logic: Micro Context Production of Short Video News and Its Influence [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(1): 123-132.
[4] ZENG Run-xi, MO Min-li. Research on the Differences of Communication Effect and Its Influencing Factors of Short Videos on Multi-platform [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(1): 133-144.
[5] LIU Jian-jiang, PENG Na, LIU Jia-meng. The Trade Policy of Biden Administration and China's Countermeasures [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2021, 57(6): 127-139.
[6] LIU Jian-jiang, LI Shi. Strategic Measures and Prospects of US Re-industrialization under the Impact of the COVID-19 [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2020, 56(6): 129-145.
[7] SANG Xin-min. Post the Covid-19: Exploring the Educational Innovation System Engineering of Returning to Normal [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2020, 56(5): 45-58.
[8] WU Xiao-lin, YUE Qing-lei. College Online Teaching and Suggestions on Its Improvement, A Perspective of Constructivism: Taking Online Teaching over the Covid-19 as An Example [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2020, 56(5): 59-68.
[9] HU Xiao-yong, YI Xi-tian. Research on the Development of Online Teaching and Research in Primary and Secondary Schools over the Covid-19 [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2020, 56(5): 69-77.
[10] SHEN Shu-sheng. An Adaptation to the New Normal: Constructing Adaptive Learning Space [J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2020, 56(5): 88-96.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
[1] ZHENG Chong-ming, HUANG Zhi-qiu. Shenzhen’s Experience and Realistic Reflection on Official Incentive in the Early Stage of China’s Reform —A Perspective of Policy Entrepreneurs[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(3): 1 -10 .
[2] CHEN Ke-lin. How Can the Institutional Advantage of “Pooling All Resources to Accomplish Major Tasks” Be Transformed into the Remarkable Performance of National Governance in the New Era: Historical Context, Institutional Logic and Realization[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 1 -14 .
[3] YE Lin, PENG Xian-geng. Urban Renewal: A Theoretical Discussion from the Perspective of Spatial Governance[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 15 -27 .
[4] WU Xiao-lin, LI Yi. Spatial Cohesion: The Formation Mechanism of Primary-level Governance Community in the Transformation of Urban Living Space[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 28 -39 .
[5] WEN Hong, LIN Bin. Decision-Making Dilemma in Territorial Management of Emergencies: An Investigation Based on Major Infectious Disease Events[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 40 -47 .
[6] GE Tian-ren. Urban Power Structure and Land Interests Redistribution: A Spatial Political Economy of Beijing Urban Renewal Projects in a Rapid Urbanization Era[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 48 -58 .
[7] YE Min, DONG Jia-yi. Scenic Villages in the Context of Rural Revitalization: Its Development Logic and Governance Dilemma —A Case Study Based on the Development Experience of JL Village, W Town, North Zhejiang[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 59 -71 .
[8] ZHANG Zhen-yu, ZHANG Wei. A Debate on Public and Private: Private Discourse and Public Expression in Video Blog —An Empirical Research Based on BiliBili[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 86 -97 .
[9] SHI Pei-hua, WANG Yi-jun, LI Zhong. Research on the Application Prospects, Main Scenarios, Risks and Challenges, Model Paths and Countermeasures of Metaverse in the Field of Cultural Tourism[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 98 -116 .
[10] LUO Lian-fa, FANG Qiao-mei, LIU Pei-yao. Can Preferential Policies Promote Economic Development? —A Retest Based on the Revitalization Policies of the Former Central Soviet Area[J]. Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition), 2022, 58(4): 117 -130 .