發(fā)布時(shí)間：2018-03-17 10:37

  本文選題：政務(wù)微博　切入點(diǎn)：政府形象　出處：《安徽大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：政府形象是政府軟實(shí)力的一種,他不僅代表著公眾對(duì)政府行為的認(rèn)知與評(píng)價(jià),更是政府公信力的一種體現(xiàn)。隨著互聯(lián)網(wǎng)的快速發(fā)展和新媒體時(shí)代的到來(lái),特別是我國(guó)網(wǎng)民數(shù)量的急劇增長(zhǎng),政府形象傳播的媒介生態(tài)環(huán)境已經(jīng)開始發(fā)生巨大變化,如何在信息化的浪潮中把握網(wǎng)絡(luò)輿情和網(wǎng)絡(luò)民意成為政府形象塑造中不可忽略的問(wèn)題。政務(wù)微博的出現(xiàn),為進(jìn)一步提高政府公信力,建立良性的政府與公眾的溝通,快速應(yīng)對(duì)輿情危機(jī)提供了一個(gè)絕佳的網(wǎng)絡(luò)平臺(tái),在政府形象塑造過(guò)程中是不可缺少的通信傳播工具。政務(wù)微博自產(chǎn)生到現(xiàn)在不到六年,已發(fā)展成為從部委到地方政府機(jī)構(gòu)的主要宣傳平臺(tái)。但是在繁榮發(fā)展的背后,一系列的問(wèn)題也出現(xiàn)在公眾的面前。部分政府機(jī)構(gòu)盲目跟風(fēng),匆匆設(shè)立政務(wù)微博卻不去用心運(yùn)營(yíng),致使政務(wù)微博成為政府的一個(gè)門面擺設(shè),淪為“僵尸”微博。近幾年,網(wǎng)絡(luò)輿情事件發(fā)生頻率有所增加,一些政務(wù)微博在面對(duì)輿情危機(jī)時(shí)常常束手無(wú)策或者言論不當(dāng)造成二次危機(jī)產(chǎn)生。傳播觀念陳舊、管理機(jī)制缺失、風(fēng)險(xiǎn)應(yīng)對(duì)能力弱等問(wèn)題都在制約著政務(wù)微博的發(fā)展,損害著政府形象的塑造,這些問(wèn)題如果得不到解決,那么政務(wù)微博對(duì)政府形象的塑造也就無(wú)法進(jìn)行。本文以新媒體時(shí)代下,政務(wù)微博對(duì)政府形象的傳播構(gòu)建為視角,在相關(guān)材料研讀分析的基礎(chǔ)上得出了政府形象的定義、構(gòu)成和傳播渠道,以及微博和政府微博的相關(guān)概述。并結(jié)合目前我國(guó)政務(wù)微博發(fā)展的現(xiàn)狀,給出政務(wù)微博對(duì)政府形象構(gòu)建的建議。本文通過(guò)選取“南京發(fā)布”和“合肥發(fā)布”兩家省會(huì)城市政務(wù)微博為研究對(duì)象,對(duì)兩家政務(wù)微博的實(shí)證傳播進(jìn)行分析,介紹了兩家的基本情況以及他們微博界面的視覺設(shè)計(jì)要素,并分別選取一定樣本量對(duì)“南京發(fā)布”和“合肥發(fā)布”的內(nèi)容和文本進(jìn)行分析,比較兩家政務(wù)微博在傳播內(nèi)容主題、傳播時(shí)間、語(yǔ)言表達(dá)風(fēng)格以及原創(chuàng)和互動(dòng)情況等方面的差異。在分析“南京發(fā)布”和“合肥發(fā)布”的基礎(chǔ)上總結(jié)我國(guó)目前政務(wù)微博構(gòu)建政府形象所面臨的困境及其產(chǎn)生的原因,并對(duì)政務(wù)微博如何更好塑造政府形象提出相關(guān)應(yīng)用策略。
[Abstract]:Government image is a kind of soft power of government. It not only represents the public's cognition and evaluation of government behavior, but also reflects the credibility of government. With the rapid development of the Internet and the arrival of the new media era, In particular, with the rapid growth of the number of Internet users in China, the media ecological environment of government image communication has begun to undergo tremendous changes. How to grasp the network public opinion and the network public opinion in the information tide becomes a problem that can not be ignored in the shaping of the government image. The appearance of the government affairs Weibo, in order to further improve the government credibility, establish the benign communication between the government and the public. The rapid response to the crisis of public opinion provides an excellent network platform and is an indispensable means of communication and communication in the process of shaping the image of the government. Has developed into a major propaganda platform from ministries to local government agencies. But behind the prosperity and development, a series of problems also appear in front of the public. Some government agencies blindly follow the trend and hurriedly set up the government affairs Weibo, but they do not work with their heart. As a result, government affairs Weibo has become a facade of the government, reduced to "zombie" Weibo. In recent years, the frequency of network public opinion incidents has increased. In the face of a crisis of public opinion, some government officials Weibo often have no means to deal with the crisis or make improper remarks to create a second crisis. The problems of outdated communication ideas, lack of management mechanism, and weak ability to deal with risks are all restricting the development of the government affairs Weibo. If these problems can not be solved, then the government image can not be molded by government affairs Weibo. In the new media era, the article takes the communication and construction of government image as the perspective of the new media era. On the basis of reading and analyzing the relevant materials, this paper draws the definition, constitution and communication channel of the government image, as well as the relevant summary of Weibo and the government Weibo. In this paper, the author analyzes the positive communication of the two provincial capitals by selecting "Nanjing Publishing" and "Hefei Publishing" as the research objects. This paper introduces the basic situation of the two schools and the visual design elements of their Weibo interface, and analyzes the contents and texts of "Nanjing Publishing" and "Hefei Publishing" respectively by selecting a certain sample size, and compares the content themes of the two governments, Weibo, in the dissemination of content. The differences in communication time, language expression style, originality and interaction. Based on the analysis of "Nanjing Publishing" and "Hefei Publishing", this paper summarizes the difficulties faced by China's government affairs Weibo in constructing the government image and the reasons for it. And how to better shape the government image of government Weibo put forward the relevant application strategy.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：D63

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