The video content strategy for Chinese local government social media

Lege, Liu

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Type :	Thesis
Subject :	JF Political institutions (General)
Main Author :	Lege, Liu
Additional Authors :	Norshahila Ibrahim
Title :	The video content strategy for Chinese local government social media
Hits :	5

Place of Production :	Tanjong Malim
Publisher :	Fakulti Seni, Komputeran dan Industri Kreatif
Year of Publication :	2025
Corporate Name :	Perpustakaan Tuanku Bainun
PDF Guest :	Click to view PDF file
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Abstract : Perpustakaan Tuanku Bainun

Short video is a significant innovation in media communication. The arrival of the short video era has brought opportunities and challenges to the development of government media. Government media continue to need help generating content and improving user participation based on short video platforms. This study aims to design and validate a content strategy framework for Chinese government media to enhance engagement. This study adopts the mixed research method of explanatory sequential design and selects the techniques and strategies of content analysis and interview. Through content analysis of 1,000 posts from five government media accounts and interviews with 29 respondents, a content strategy based on the Douyin platform is proposed from the two dimensions of news value elements and content format. The results show that news-value elements positively affect audience participation, but the application of news-value elements by governmental media is insufficient. Governmental media should strengthen communication thinking, apply news value elements as a criterion, and provide interesting local livelihood information. Regarding content format, political media should grasp the rules of short video platforms, maintain moderate update frequency, and insist on releasing original vertical screen short videos in good time. Regarding audience engagement, political media should strengthen recognition, and interaction and provide value. This study plays a vital role in guiding the content operation practice of governmental media, improving audience engagement, and exploring the applicability value of news value theory in the practice of short videos in the Chinese governmental press.

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