Reconstructing Public Communication: A Social Media-Based Model for Government Short Video Dissemination

This paper explores the emerging model of government short video dissemination within the context of evolving digital governance and participatory communication.Drawing upon media convergence theory and digital interaction frameworks, this study examines how platforms such as TikTok and WeChat Video Channel reshape traditional government communication into interactive, algorithm-driven, and emotionally resonant forms.Through case studies and comparative content analysis, we identify four key mechanisms: narrative localization, algorithmic amplification, emotional engagement, and participatory feedback loops.We argue that the short video model not only enhances policy dissemination but also reconstructs the government-citizen interface.The study provides theoretical and practical implications for reimagining digital governance strategies in the social media environment.