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TikTok as a governmental communication strategy for building trust

Weng, Yun LU (2020) SKOM12 20201
Department 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)
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author
Weng, Yun LU
supervisor
organization
course
SKOM12 20201
year
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},
  keyword      = {Trust,Government communication,Social media,Social capital,Social exchange,TikTok,Video media,China},
  language     = {eng},
  note         = {Student Paper},
  title        = {TikTok as a governmental communication strategy for building trust},
  year         = {2020},
}