TikTok as a governmental communication strategy for building trust
(2020) SKOM12 20201Department of Strategic Communication
- Abstract
- Acknowledging the importance of government communication and government trust, this study aims to investigate how a government organisation can utilize a social media platform such as TikTok to develop and maintain a high level of public trust and build strong, long-lasting relationships with its citizens. The Chinese Public Security Bureau's (PSB) TikTok communication strategy was chosen as the foundation of this study which employs a combination of netnography and interview research methods. Social capital theory was implemented to explain the components referring to trust building and social exchange theory was applied to analyze citizens' perception explicitly. Results indicate that transparency, efficiency & effectiveness, innovation... (More)
- Acknowledging the importance of government communication and government trust, this study aims to investigate how a government organisation can utilize a social media platform such as TikTok to develop and maintain a high level of public trust and build strong, long-lasting relationships with its citizens. The Chinese Public Security Bureau's (PSB) TikTok communication strategy was chosen as the foundation of this study which employs a combination of netnography and interview research methods. Social capital theory was implemented to explain the components referring to trust building and social exchange theory was applied to analyze citizens' perception explicitly. Results indicate that transparency, efficiency & effectiveness, innovation and cooperation are four elements that refer to the trust building strategy in the Chinese PSB's communication on TikTok, and the citizens' reactions showed a positive attitude to it. Thus, the research provides empirical material and knowledge to the strategic communication field, and it also offers relevant communication suggestions to governments. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9016630
- author
- Weng, Yun LU
- supervisor
- organization
- course
- SKOM12 20201
- year
- 2020
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Trust, Government communication, Social media, Social capital, Social exchange, TikTok, Video media, China
- language
- English
- id
- 9016630
- date added to LUP
- 2021-01-13 10:51:43
- date last changed
- 2021-01-13 10:51:43
@misc{9016630, abstract = {{Acknowledging the importance of government communication and government trust, this study aims to investigate how a government organisation can utilize a social media platform such as TikTok to develop and maintain a high level of public trust and build strong, long-lasting relationships with its citizens. The Chinese Public Security Bureau's (PSB) TikTok communication strategy was chosen as the foundation of this study which employs a combination of netnography and interview research methods. Social capital theory was implemented to explain the components referring to trust building and social exchange theory was applied to analyze citizens' perception explicitly. Results indicate that transparency, efficiency & effectiveness, innovation and cooperation are four elements that refer to the trust building strategy in the Chinese PSB's communication on TikTok, and the citizens' reactions showed a positive attitude to it. Thus, the research provides empirical material and knowledge to the strategic communication field, and it also offers relevant communication suggestions to governments.}}, author = {{Weng, Yun}}, language = {{eng}}, note = {{Student Paper}}, title = {{TikTok as a governmental communication strategy for building trust}}, year = {{2020}}, }