本文選題：新媒體 + 地方政府媒介形象�。� 參考：《廣西師范學(xué)院》2014年碩士論文

【摘要】：在我國(guó)市場(chǎng)經(jīng)濟(jì)逐漸完善的背景之下，傳統(tǒng)意義上的政府形象已經(jīng)在現(xiàn)今生活中不再適用。當(dāng)今政府除了展現(xiàn)自己的“硬實(shí)力”之外，，更要突顯自己的“軟實(shí)力”。一級(jí)政府通過(guò)媒體塑造良好的形象，不僅帶來(lái)更高的號(hào)召力、凝聚力和權(quán)威性，更對(duì)自身建設(shè)和經(jīng)濟(jì)發(fā)展推波助瀾。 本文分析了地方政府形象的構(gòu)成，揭示了政府媒介形象與政府自身形象、大眾傳播以及社會(huì)公眾之間的關(guān)系。并在對(duì)新媒體發(fā)展趨勢(shì)的研究之上，從正負(fù)兩個(gè)方面理清了新媒體與地方政府形象塑造的關(guān)系。試圖從這些關(guān)系中找出新媒體環(huán)境下地方政府形象塑造存在的問(wèn)題，新媒體蓬勃發(fā)展的大環(huán)境下，提供一種構(gòu)建地方政府媒介形象的新思路。 本文主要采用了文獻(xiàn)分析法、案例分析法和對(duì)比法，通過(guò)閱讀吸取大量的理論知識(shí)與互聯(lián)網(wǎng)海量信息相結(jié)合，做到了理論與具體案例相結(jié)合。 在新媒體發(fā)展研究中，通過(guò)分析得出在受眾細(xì)化和媒體碎片化的今天，抓住小眾比抓住大眾更有價(jià)值，設(shè)定不同類型的媒體去迎合不同口味的受眾，走出一條精準(zhǔn)、專業(yè)、特色的新媒體道路。其次，手機(jī)媒體市場(chǎng)的突顯，手機(jī)終端的智能化、便捷化將導(dǎo)致手機(jī)軟件的需求量激增。對(duì)傳統(tǒng)媒體而言，網(wǎng)絡(luò)新媒體的出現(xiàn)對(duì)它無(wú)疑是一個(gè)巨大的沖擊，面對(duì)互聯(lián)網(wǎng)的強(qiáng)勢(shì)來(lái)襲，傳統(tǒng)媒體只有追求革新和創(chuàng)新才能扭轉(zhuǎn)乾坤。與此同時(shí)，社會(huì)化媒體時(shí)代已經(jīng)悄然到來(lái)到來(lái)，社會(huì)化媒體是近年來(lái)出現(xiàn)的一個(gè)新名詞，是指能互動(dòng)的媒體。推特和臉書就是社會(huì)化媒體的代表，目前推特和臉書在美國(guó)發(fā)生的變化正在中國(guó)相繼上演，新浪微博、美團(tuán)、人人網(wǎng)等為代表的社會(huì)化媒體促發(fā)了一場(chǎng)社會(huì)化的商業(yè)變革。 通過(guò)對(duì)新媒體的研究引申到地方政府的媒介形象上，也可以得出通過(guò)新媒體可以塑造與宣傳良好的地方政府形象、打造地方政府形象“個(gè)性名片”、營(yíng)造良好的公共管理環(huán)境、有益于地方政府開(kāi)展危機(jī)管理。但我們也能看到的是，新媒體在某些方面由于虛假信息降低政府誠(chéng)信、新媒體擴(kuò)散的時(shí)效性增添了政府“形象”管理的難度、新媒體傳播偏差影響地方政府的全面形象。通過(guò)分析可以了解到，這些問(wèn)題的產(chǎn)生是由于政府相關(guān)法律的缺失、政府相關(guān)機(jī)制的缺失、行業(yè)自律機(jī)構(gòu)缺乏執(zhí)行力度、政府在形象塑造與傳播中對(duì)新媒介認(rèn)識(shí)和利用存在問(wèn)題。但我們也可以利用新媒體來(lái)構(gòu)建塑造地方政府形象的對(duì)策，比如增添政府信息透明度、全面加強(qiáng)政府的新媒體建設(shè)、完善法律法規(guī)制度等等。
[Abstract]:Under the background of the gradual improvement of market economy in our country, the traditional image of government is no longer applicable in the present life.In addition to showing its own "hard power", today's government should highlight its own "soft power."The establishment of a good image by the media not only brings higher appeal, cohesion and authority, but also contributes to their own construction and economic development.This paper analyzes the constitution of the image of local government, and reveals the relationship between the image of government media and the image of government itself, mass communication and social public.On the basis of the research on the development trend of new media, this paper clarifies the relationship between the new media and the image of local government from two aspects: positive and negative.This paper tries to find out the problems existing in shaping the image of local government under the new media environment and to provide a new way of constructing the image of local government in the context of the flourishing development of new media.This article mainly uses the literature analysis method, the case analysis method and the contrast method, through the reading absorbs the massive theoretical knowledge and the Internet massive information unifies, has achieved the theory and the concrete case union.In the research on the development of new media, through analysis, it is concluded that in today's era of audience refinement and media fragmentation, it is more valuable to catch a niche than to catch the masses. Different types of media are set up to cater to different tastes of the audience, and to go out of a precise and professional way.The characteristic new media road.Second, the prominence of the mobile media market and the intelligentization of mobile terminals will lead to a surge in demand for mobile software.To the traditional media, the emergence of the new network media is undoubtedly a huge impact on it. In the face of the strong attack of the Internet, the traditional media only pursue innovation and innovation in order to turn things around.At the same time, the era of social media has come quietly, social media is a new term in recent years, refers to interactive media.Twitter and Facebook are the representatives of social media. At present, the changes that have taken place in the United States between Twitter and Facebook are being staged one after another in China. Sina Weibo, Meituan, Renren, etc., have promoted a social business transformation for the representative social media.Through the research on the new media, we can also draw the conclusion that the new media can create and propagate the good local government image, create the local government image "personality business card", and create a good public management environment.It is beneficial to the local government to carry out crisis management.However, we can also see that in some aspects, the new media reduces the credibility of the government because of false information, and the timeliness of the spread of new media increases the difficulty of the "image" management of the government, and the deviation of the new media dissemination affects the overall image of the local government.Through the analysis, we can know that these problems are caused by the lack of relevant laws of the government, the lack of relevant mechanisms of the government, the lack of enforcement of the industry self-discipline organizations,There are some problems in the government's understanding and utilization of the new media in the process of image creation and communication.But we can also use the new media to build the local government image, such as increasing the transparency of government information, comprehensively strengthening the new media construction of the government, perfecting the laws and regulations system, and so on.
【學(xué)位授予單位】：廣西師范學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G206

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