关键词: 短视频, 公共政策, 公共政策传播, 信息框架, 框架效应, “双减”政策

Abstract: [Purpose/Significance] As an emerging form of Internet information expression, short videos have gradually become important tools for policy dissemination. Exploring the effectiveness of short video platforms in the dissemination of public policy information, as well as the willingness of the audience to adopt them can help enhance the effectiveness of public policy communication. [Design/Methodology] Taking the "Double Reduction" policy as an example, and drawing upon the theories of framing effects and information adoption, this study employs content analysis to summarize the organizational methods of information framework of the "Double Reduction" policy on short video platforms and analyzes the impact of different policy information frameworks on dissemination outcomes. Furthermore, an online controlled experiment is conducted to validate the influence of different policy information frames on audience adoption willingness. [Findings/Conclusion] On short video platforms, nearly 40% of the information use a goal framework, with a majority adopting a loss frame, often from a collectivist perspective and in a non-narrative presentation mode, and the goal framework, cultural framework and narrative framework do not have significant impact on audience's comments, shares, or likes. For the "Double Reduction" policy information, the loss frames, gain frames, collectivist and individualist values, as well as narrative and non-narrative elements, all enhance the audience's willingness to adopt. Additionally, there is an interactive effect between the goal framework and the cultural framework. [Originality/Value] The research conclusions provide valuable insights for policy propaganda departments and related government agencies to optimize policy dissemination strategies and improve dissemination effectiveness.

Keywords: Short video, Public policy, Public policy dissemination, Information framework, Frame effect, The "Double Reduction" policy