【摘要】：當(dāng)今世界,政府傳播活動的影子無處不在。傳播作為一種重要的推動力,驅(qū)動著政府的發(fā)展。而在其背后,傳播能力是一個國家文化軟實(shí)力的象征。黨的十八大提出,要構(gòu)建和發(fā)展現(xiàn)代傳播體系,提高傳播能力,第一次將提高黨和政府的傳播能力提到了前所未有的高度。政府傳播能力受到如此的重視,是因為它既塑造著國家形象,又體現(xiàn)著國家的實(shí)力,而往深層剖析,我們發(fā)現(xiàn)內(nèi)容生產(chǎn)其實(shí)是提高傳播能力的重要路徑。首先,在第一章中,系統(tǒng)地對政府傳播內(nèi)容生產(chǎn)模式的內(nèi)涵、構(gòu)成要素、基本關(guān)系、類型和歷史變遷進(jìn)行呈現(xiàn),認(rèn)為政府傳播內(nèi)容生產(chǎn)模式是政府信息有效生產(chǎn)傳播的標(biāo)準(zhǔn)樣式,并根據(jù)社會的信息開放程度不同,將政府傳播內(nèi)容生產(chǎn)模式分為“封閉模式”、“窗口模式”、“開放模式”；第二章是從“政府傳播內(nèi)容生產(chǎn)模式”出發(fā),針對當(dāng)下中國面臨的全球化、媒介社會化及社會轉(zhuǎn)型期的種種變遷與挑戰(zhàn),對其具體表現(xiàn)作出較為系統(tǒng)地呈現(xiàn)與分析,并指出目前遭遇到的問題：政府人員媒介素養(yǎng)缺失,內(nèi)容生產(chǎn)相關(guān)機(jī)制和規(guī)定不完善,只做生產(chǎn)、缺乏運(yùn)營：第三章主要是針對上一章出現(xiàn)的問題,提出這樣幾個優(yōu)化路徑：樹立公眾客戶的理念和認(rèn)知,為信息生產(chǎn)撐起“保護(hù)傘”,全方位營銷策略：內(nèi)容+運(yùn)營,并且提出了內(nèi)容生產(chǎn)模式的新構(gòu)想——“創(chuàng)新開放型”政府傳播內(nèi)容生產(chǎn)模式。
[Abstract]:In today's world, the shadow of government communication is everywhere. As an important driving force, communication drives the development of government. Behind it, the ability to spread is a symbol of a country's cultural soft power. The 18th National Congress of the Communist Party of China (CPC) proposed that the construction and development of a modern communication system and the improvement of its communication capacity had for the first time raised the communication ability of the Party and the government to an unprecedented height. The communication ability of the government is paid so much attention because it not only shapes the national image but also reflects the national strength. In the deep analysis we find that the content production is actually an important way to improve the communication ability. First of all, in the first chapter, we systematically present the connotation, elements, basic relations, types and historical changes of the production mode of government communication content. It is considered that the production mode of government communication content is the standard mode of effective production and dissemination of government information, and according to the different degree of information openness in society, the production mode of government communication content is divided into "closed mode" and "window mode". "Open mode"; The second chapter is from "the government dissemination content production pattern", in view of the current China faces the globalization, the media socialization and the social transformation each kind of change and the challenge, makes the more systematic presentation and the analysis to its concrete performance. And pointed out the problems encountered at present: lack of media literacy of government personnel, imperfect mechanism and regulations of content production, only production, lack of operation. Chapter three is mainly aimed at the problems in the previous chapter. This paper puts forward several optimized ways: to establish the concept and cognition of public customers, to support the "umbrella" for information production, and to put forward a comprehensive marketing strategy: content operation, And put forward a new concept of content production mode-"innovative open" government communication content production model.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206

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