Since the first year of "Government Affairs Video" in 2018，A short video of government affairs opened by governments at all levels in my country is "blowout" trend，Short video platform becomes a new platform with a large number of users。Current，In order to improve the guidance of public opinion in government affairs，It is particularly important to adopt personalized communication strategies。

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The short video of government affairs is based on digital technology，A special type of language with the network as the carrier，Realized political discourse、Combination of news discourse and online discourse。

Political tasks and communication methods of government affairs short videos have caused their unique discourse features。On the one hand，Government short videos need to use specifications、Formal words，to reflect the authoritative and credible image of the government department; on the other hand,，The interactiveness of government affairs short videos prompted it to use language symbols that conform to the habit of young people，Meet the needs of the younger generation of audiovisual aesthetics and interactive communication。

From the perspective of its political mission，Short video of government affairs should be responsible for government information Bet365 lotto review transmission、Service people、Interactive communication with the people，and public opinion guidance and other multiple functions and responsibilities，Therefore, the information must be accurate、authority，spread the good voice of China in the new era，Shape government authority、Rigid image。As far as the way of spreading，Government short videos blend multiple modal means。In terms of visual mode，Short video is more intuitive、​​Image，More dynamic; edit and arrange important clips，Breaking the original tissue structure of the news，Make the content shorter and more powerful，The information is prominent; with subtitles，Use font、The design of the font size to highlight the key information，Make the audience's senses more intense; shooting angle、close -up lens、The facial expressions and gestures of the anchor can promote emotional rendering。In the auditory mode，The rhythm of short video background music、melody，The speed of the anchor、Tone、Sound height and other hearing organs that can stimulate the audience，Highlight the information passed on，Emotional。

　　Personalization improvement communication effect

Personalized concept originated from foreign political discourse，It is a strategy used by politicians to win support，Emphasizing the shift from people's political identity to highlighting people's personal identity。In political news, the personality of the character is highlighted to enhance the news value，It is a personality process。This Bet365 app download personality is reflected in three aspects: First, it reflects that you are an ordinary person，Reject the distance from the audience; the second is to reflect your professional knowledge，Enhance the reliability of discourse; the third is to express emotions，Get the recognition of the audience。

Information dissemination of personalization of short video of government affairs，Especially for the young audience, it looks particularly important。First，Young people using new media are not satisfied with passive acceptance information，but hope to communicate with the media。Personalized strategy can meet the expectations of young audiences for social communication。For example，Short video intuitive scene、Equal perspective can bring a sense of liveness to the audience; the words style of daily chat、The humorous language can shorten the distance from the audience; real -time interaction allows the audience to participate in the evaluation of news events。Next，The young audience has formed its own psychological characteristics and online reading habits，There is also an emotional needs different from the elderly，Personalized means is conducive to showing emotions and personalities。For example，Background Music、Network term、Animation、Subtitles, etc., can make the original serious government information lively and interesting，Easy to accept。again，How to ensure the credibility and authority of information without losing information while bet365 live casino games highlighting personal emotions? This puts forward high requirements for the professionalism of the communicator。The anchor in the short video is a personality、Emotional、People with close relationships with the audience，But also a person with rich professional knowledge。For example，Broadcast information about the protection of epidemic protection，The anchor can use chat -style to talk about professional protection knowledge，Information is easy to convince the audience。In short，Personalized means can show the anchor's personality、Emotional、Professional、Expressing charm and other methods，Shape the information content，Promote the understanding and acceptance of the audience for information。

　　Multi -mode discourse construction

The multi -mode characteristics of short videos determine that the symbolic representation is not only presented on the static page，and through the image、Video、hyperlinks and other resources，Multi -level complex combination。So，Personalization can build and present in a more dynamic and contextual way。

Individualization，That is, short video anchors use individual image rather than representing government agencies to appear in front of the audience。Individualized government information dissemination methods can make the audience feel that the anchor is a living person，How to chat with the audience，Transmit information or express your point of view。So，Individualized information dissemination method，It means to break bet365 live casino games the teachings of government affairs news from top to bottom，The power difference between the power dissemination party and the audience can be weakened，so that the information is easily accepted。In terms of language modes，The anchor can personal tone，If it is often、Display information in the way storytelling，Let the audience feel，He (she) is just communicating with them as a "presentation"。In non -language modes，The anchor can pass the eyes、Emoticon、Gesture and other physical languages ​​allow the audience to feel the communication between the two parties，instead of one -way information dissemination。Another，The anchor should reflect your professionalism，If you have enough understanding of the theme of the broadcast，or related professional knowledge。Of course，The purpose is not to highlight the person's personal personality，Instead, the effect of highlighting individualization but still convinced the audience。

Privateization，Highlight the private identity of the short video anchor rather than anchor identity，It can be achieved by disclosing some information of the anchor。In terms of language style，It should be different from the serious style of traditional news broadcast，Use relatively spoken language，Create a relaxed communication atmosphere，Pulling the distance from netizens。Statement，You can use a single person to call "I" and "You" to indicate，When mentioning the hero who mentioned the relevant Bet365 lotto review incidents, you can also use the titles between privately to replace the title or the name of the name，to highlight equal and kind interpersonal relationships。On the report of the report，You can tell some stories of yourself or around yourself，spread information in the form of sharing experience。

Emotional，That is, short video anchors reflect the emotional factor of "people" in the broadcast，Let the audience feel the inner emotions of the anchor。First，Short video anchors can use appropriate emotional expression when broadcasting information、Tone、Rhythm, etc. reflect your joy and sorrow，Let the audience understand the information that they transmitted，More importantly, feel the existence of people in the spread，Feel the anchor as rich in emotion as himself。Next，Apart from the anchor's sound language，Short videos can also use expressions、Humanized non -language symbols such as gestures to pass love，Rendering the audience。again，For young audiences，You can adjust the style of the screen，If you equipped with some cartoon animation or emoticons to help express emotions。

The characteristics of government affairs short videos are not short time，Innovative innovation in content and method。Use multiple modal resources to build a personality communication strategy，It is a short video of government affairs to enhance its communication、Guidance、Influence、Key of credibility。

(Author Unit: School of Foreign Languages ​​from Hangzhou Normal University)