摘要
[研究目的]政务短视频如何精准地服务于用户需求已成为数字政务管理实践中的重点和难点。从主题与行为的关联演化的视角出发,对这一问题展开深入探究并提出针对性的意见和建议,能为政府制定适宜的政务短视频发布策略提供决策支持。[研究方法]设计网络爬虫程序抓取政务短视频数据,基于政务话语框架和BERTopic模型对政务短视频标题进行主题挖掘,并结合话题与用户行为数据进行关联分析。[研究结论]政务短视频运营方应基于舆情不同生命阶段的用户特征指定个性化的政务短视频主题发布策略,应加大观点框架的使用频度和使用力度。但在舆情爆发期,应特别重视和强化信息框架下的短视频发布。将框架理论引入政务短视频的主题挖掘研究,并基于短视频主题和用户行为的双重视角构建了突发公共卫生事件期间政务短视频的话语框架,为突发公共卫生事件中政务短视频运营管理提供了一种全新的发布策略。
[Research purpose]How to accurately serve users'needs for governmental short videos has become a key and difficult issue in digital government management practice.From the perspective of the evolution of the association between topics and behaviors,we investigate this issue in depth and put forward targeted suggestions and recommendations,which can provide decision support for the government to develop appropriate short governmental video publishing strategies.[Research method]We designed a web crawler program to crawl government short video data,and conducted topic mining on government short video titles based on the government discourse framework and BERTopic model,and conducted correlation analysis by combining topic and user behavior data.[Research conclusion]The short video operators of government affairs should specify personalized short video topic publishing strategies for government affairs based on user characteristics at different life stages of public opinion,and should increase the frequency and intensity of using the opinion framework.However,during the outbreak period of public opinion,special attention should be paid to and strengthen the short video publishing under the information framework.This paper introduces frame theory into the theme mining research of short governmental videos,and constructs a discourse framework for short governmental videos during public health emergencies based on the dual perspectives of short video themes and user behaviors,which provides a new publishing strategy for the operation and management of short governmental videos during the public health emergencies.
作者
张敏
沈嘉裕
Zhang Min;Shen Jiayu(Information Resource Research Center,Wuhan University,Wuhan 430072;School of Information Management,Wuhan University,Wuhan 430072)
出处
《情报杂志》
CSSCI
北大核心
2023年第3期181-189,共9页
Journal of Intelligence
基金
国家自然科学基金资助项目“突发公共卫生事件中网络社会情绪的跨场域极化研究”(编号:72074174)研究成果之一。
关键词
网络舆情
突发公共卫生事件
政务短视频
话语框架
用户行为
network public opinion
public health emergencies
governmental short video
discourse framework
user behavior
