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移动互联网时代，政务抖音成为公开政务信息、推进政务服务以及政民互动的重要渠道。伴随短视频的用户规模逐渐扩大、内容制作的价值链成熟，短视频平台上的政务号也进入到了高速发展期，从最初的原始粗放化发展开始转向精细化运营。这一时期，政务抖音如何从单向宣传转向互动式传播，如何与用户建立亲近感、信任感，从而更好地实现舆论引导、形塑政府形象、社会团结成为重要议题。

基于戈夫曼“互动仪式”与涂尔干的“社会仪式”，美国社会学家柯林斯在此基础上提出互动仪式链理论，该理论给出了一个如何分析社会实践活动的模型，为探讨传播活动中的互动行为给出新的研究视角。他提出互动仪式的核心机制是相互关注与情感连带，讲解了在互动仪式中成功建立起情感协调的结果就是产生了团结感，回答了什么形成了人在社会中的身份和观念。抖音作为虚拟交互平台，为视频作者与用户营造了一种具身的传播环境，短视频成为共同的关注焦点，通过点赞、评论、分享等功能觉察彼此所为所感、同步节奏，评估当前情感能量回报，从而决定是否参与下一次互动仪式。

论文从互动仪式链理论出发，将政务抖音中的传播行为置于完整的循环式的互动仪式链中，分别从形成条件、互动过程、互动结果进行分析。同时选取具备典型意义的“中国长安网”作为研究案例，对影响政务抖音与用户互动过程的相关因素进行量化分析，从而得出“增加在场时间”、“聚焦用户需求”、“重视受众反馈”三个因素的重要性。

最后，以“中国长安网”的既有经验为基础，并吸纳爆款政务抖音的运营经验，为未来政务抖音的发展提出策略建议，即明确角色定位，保证内容垂直性；强化“在场”情景体验，增加互动密度；以情感引导互动，打造情感共同体。从而改善政务抖音的传播与互动现状，全面提升政务抖音的传播力、引导力、影响力、公信力。

In the era of mobile Internet, TikTok for government affairs has become an important channel for releasing government affairs information, providing government affairs services and interacting with the government and the people. Along with the expanding user scale of short video and improving content production capability, the government affairs accounts on the short video platform have also entered a period of rapid development, from the initial extensive development to precise operation. During this period, how to change government affairs short videos from one-way propaganda to interactive communication, how to connect, serve and unit the masses through the short video platform, better realize public opinion guidance, shape the government image, and social unity have become important issues.

Based on Goffman's "interactive ritual" and Durkheim's "social ritual", American sociologist Collins put forward the theory of interactive ritual chain on this basis. This theory provides a model of how to analyze social practice activities, and provides a new research perspective for exploring the interactive behavior in communication activities. He proposed that the core mechanism of interactive rituals is mutual attention and shared emotions, explained that the result of successful emotional coordination in interactive rituals is a sense of solidarity, and answered how people's identities and concepts in society are formed. As a virtual interactive platform, TikTok has created an immersive communication environment for video authors and users, and short videos have become the common focus of attention. Users can feel the emotions of others and synchronize the rhythm through functions such as likes, comments, and sharing. Thereby evaluating the current emotional energy return and deciding whether to participate in the next interactive ritual.

Starting from the theory of interactive ritual chain, the paper puts the communication behavior in TikTok in government affairs, in a complete interactive ritual chain, and analyzes it from the aspects of formation conditions, interactive process, and interactive results. At the same time, the typical " China Peace" was selected as a research case, and the relevant factors affecting the interaction process between TikTok in government affairs and users were quantitatively analyzed. The importance of three factors.

Finally, based on the existing experience of " China Peace ", it draws on the operating experience of the popular TikTok in government affairs, and puts forward strategic suggestions for the future development of TikTok in government affairs. That is, clarify account positioning to ensure vertical content; strengthen immersive scene experience and increase interaction density; guide interaction with emotion and create an emotional community. In this way, the current situation of the dissemination and interaction of TikTok in government affairs will be improved, and the dissemination, influence and public opinion guidance ability of TikTok in government affairs will be comprehensively enhanced.