【摘要】 本文基于39所"双一流"高校官方抖音的数据,整理并分析官方抖音运营状况、作品内容及运营成效。高校官方抖音以校园文化热点为素材,辐射群体广泛,工作团队结构多元,显示出高影响力、高流量、高渗透的特点。但泛娱乐化倾向、同质化内容输出及运营团队的非专业性也对官方抖音建设提出了挑战。高校应以强化思想引领为核心、坚持优质内容为关键、凸显平台特色为重点,推动高校思想政治工作与新媒体技术有机融合。更多还原

【Abstract】 Based on the Douyin data of 39 “double first-class” universities, this paper analyzes the operation status, the content and the result of official university Douyin.University Douyin is mostly about the hot topics of campus culture for a variety of audiences, managed by a work team that is diversified in structure.University Douyin is characterized by its high influence, high traffic and high penetration.This paper points out that university Douyin is challenged by pan-entertainment, homogeneous content output and non-professionalism of the operation team.Universities must strengthen Douyin’s function of ideological guidance, prepare high-quality content and create a distinctive platform to promote the integration of ideological and political work with the new media technology.更多还原