Since the first year of “Government Affairs Short Video” in 2018，The government bet365 withdrawal created by governments at all levels in my country show a "blowout" trend，The short video platform has become a new platform with a huge number of users。current，To enhance the public opinion guidance of short videos on government affairs，It is particularly important to adopt personalized communication strategies。

　　The genre characteristics of government bet365 withdrawal

Government bet365 withdrawal are based on digital technology，A special genre using the Internet as a carrier，Political discourse realized、The combination of news discourse and Internet discourse。

The political mission and communication method of short government affairs videos have created its unique discourse characteristics。On the one hand，Government bet365 withdrawal require usage specifications、Formal discourse，To reflect the authoritative and credible image of government departments；On the other hand，The interactivity of government bet365 withdrawal prompts them to use language symbols that are in line with the habits of young people，Meet the younger generation’s needs for audio-visual aesthetics and interactive communication。

From the perspective of its political mission，Government bet365 withdrawal are responsible for delivering government information、Serve the people、Interactive communication with the public，As well as multiple functions and responsibilities such as public opinion guidance，Therefore the information must be accurate、Authority，Spread the good voice of China in the new era，Shaping government authority、Strict image。In terms of how it spreads，Government bet365 withdrawal integrate multiple modal methods。In visual modality，bet365 withdrawal are more intuitive、image，More dynamic；Edit and arrange important clips，Break the original organizational structure of news，Make content shorter and more concise，Focused information；With subtitles，Use fonts、Font size is designed to highlight key information，Make the audience’s sensory stimulation more intense；Photography angle、Close-up、The anchor’s facial expressions and gestures can better promote emotional rendering。On auditory modality，Rhythm of short video background music、melody，The anchor’s speaking speed、Tone、The pitch of the sound can stimulate the auditory organs of the audience，Highlight the message，Strengthen emotions。

　　Personification improves bet365 withdrawal effect

The concept of personification originated from foreign political discourse，is a tactic used by politicians to win support，Emphasis on shifting from a person’s political identity to highlighting a person’s personal identity。In political news, enhance the news value by highlighting the personality of the characters，It is a process of personification。This kind of personification is reflected in three aspects: First, it shows that one is an ordinary person，Close the distance with the bet365 withdrawal；The second is to reflect one’s professional knowledge，Enhance the reliability of words；The third is to express emotions，Get bet365 withdrawal recognition。

Personalized information dissemination of government bet365 withdrawal，Especially targeting young audiences is particularly important。First，Young people using new media are not satisfied with passively receiving information，But hope to communicate with the media。Personalization strategies can meet young audiences’ expectations for social communication。For example，Short video intuitive scene、An equal perspective can bring a sense of presence to the audience；Discourse style of daily chat、Humorous language can shorten the distance with the audience；Real-time interaction allows the audience to participate in the evaluation of news events。Secondly，Young audiences have formed their own psychological characteristics and online reading habits，There are also emotional needs that are different from those of the elderly，Personification is helpful for showing emotions and personality。For example，Background music、Internet terms、Animation、Subtitles can make the original serious government information lively and interesting，Make people easier to accept。Again，How to ensure that government bet365 withdrawal highlight personal emotions without losing the credibility and authority of the information？This puts forward higher requirements for the professionalism of communicators。The anchor in the short video has a personality、Having feelings、People who are close to the audience，But he is also a person with rich professional knowledge。For example，When broadcasting information about epidemic prevention，The anchor can use chat-style words to talk about professional protection knowledge，Information is easy to convince the audience。Anyway，Personalization can show the anchor’s personality、Emotion、Professional knowledge、Express charm and other ways，Shape information content，Promote the audience’s understanding and acceptance of information。

　　Multimodal bet365 withdrawal construction

The multi-modal characteristics of bet365 withdrawal determine that symbolic representation is not only presented on static pages，And by image、Video、Hyperlinks and other resources，Achieve multi-level complex combination。Therefore，Personification can be constructed and presented in a more dynamic and situational way。

Individualization，That is, the bet365 withdrawal video anchor appears in front of the audience as an individual rather than as a representative of a government agency。Individualized government information dissemination method can make the audience feel that the anchor is a living person，By chatting with your audience，Convey information or express your own opinions。Therefore，Individualized information dissemination method，Meaning to break the top-down teaching method of government news，Can weaken the power difference between the information disseminator and the audience，Thus making the information easier to accept。On language modality，The anchor can use his own tone，Like Elah’s homely affairs、Disseminating information through storytelling，Let the audience feel，He (she) is only communicating with them as a "present narrator"。On non-verbal modalities，The anchor can use his eyes、expression、Gestures and other body language allow the audience to feel the communication between the two parties，Instead of one-way information dissemination。Also，Anchors should reflect their professional qualities，If you have sufficient knowledge of the topic being broadcast，Or have relevant professional knowledge。Of course，The purpose is not to highlight the host’s personal personality，But to achieve the effect of highlighting individuality but still convincing the audience。

Private，That is, highlighting the private identity of the bet365 withdrawal video anchor rather than the identity of the anchor，This can be achieved by disclosing some personal information of the anchor。In terms of language style，Should be different from the serious style of traditional news broadcast，Use relatively colloquial language，Create a relaxed communication atmosphere，Close the distance with netizens。In reference，Can be referred to by the singular pronouns "I" and "you"，When referring to the protagonist of the relevant incident, you can also use personal terms of address instead of titles or naming，Thus highlighting equal and cordial interpersonal relationships。On the content of the report，You can tell some stories about yourself or around you，Spread information in the form of shared experiences。

Emotional，That is, the short video anchor embodies the "human" emotional factor in the broadcast，Let the audience feel the host’s inner emotions。First，Short video anchors can use appropriate emotional expressions when broadcasting information、Tone、Rhythm, etc. reflect your own emotions，Let the audience understand the message it conveys，What’s more important is to feel the presence of people in the communication，I feel that the host has the same rich emotions as myself。Secondly，In addition to the audio language of the host，bet365 withdrawal can also use emoticons、Gestures and other humanized non-verbal symbols to express feelings，Play a role in rendering to the audience。Again，Aimed at young audience，You can adjust the style of the screen，If equipped with some cartoon animations or emoticons to help express emotions。

The characteristic of government bet365 withdrawal is not that they are short in time，It is innovation in content and method。Use multiple modal resources to build personalized communication strategies，It is government bet365 withdrawal that enhance their communication power、Guidance、Influence、The key to credibility。

(Author’s unit: School of bet365 withdrawal Languages, Hangzhou Normal University)