本文選題：網(wǎng)絡(luò)公共事件　切入點(diǎn)：政府傳播　出處：《湘潭大學(xué)》2015年碩士論文

【摘要】：伴隨著信息技術(shù)的快速發(fā)展,尤其隨著新媒體時(shí)代的到來(lái),微博、微信等自媒體迅猛發(fā)展。由社會(huì)利益關(guān)系影響和各類社會(huì)問(wèn)題積累所引發(fā)的公共事件在互聯(lián)網(wǎng)上的發(fā)生頻率日趨上升。面對(duì)這種新的形勢(shì),迫切需要我國(guó)政府認(rèn)真面對(duì)和及時(shí)處理這一特殊危機(jī)類型的公共事件。因?yàn)槿绻坏⿷?yīng)對(duì)處理不當(dāng),將會(huì)阻礙政府治理能力現(xiàn)代化,有損政府形象,影響社會(huì)穩(wěn)定。網(wǎng)絡(luò)公共事件與政府傳播各有其特點(diǎn)。網(wǎng)絡(luò)公共事件具有突發(fā)性、不可預(yù)測(cè)性和極化性等特點(diǎn);而政府傳播則具有組織性、權(quán)威性、公共性和回應(yīng)性等特點(diǎn)。網(wǎng)絡(luò)公共事件的生成消亡都牽涉到政府、媒體、網(wǎng)民,三者缺一不可。政府是處置網(wǎng)絡(luò)公共事件的主導(dǎo)者,媒體是網(wǎng)絡(luò)危機(jī)信息的傳播渠道,網(wǎng)民是網(wǎng)絡(luò)危機(jī)信息傳播者和網(wǎng)絡(luò)公共事件監(jiān)督者�；ヂ�(lián)網(wǎng)的飛速發(fā)展,既給政府傳播既帶來(lái)機(jī)遇,也帶來(lái)新的挑戰(zhàn)。當(dāng)前,在網(wǎng)絡(luò)公共事件中,政府的傳播理念有所更新、傳播機(jī)制逐漸完善、傳播媒介不斷增多、傳播效率不斷提高。但也存在著認(rèn)識(shí)不足觀念落后、機(jī)制缺乏反應(yīng)滯后、經(jīng)驗(yàn)應(yīng)對(duì)人才匱乏、手段單一方法錯(cuò)位等問(wèn)題。因此,政府應(yīng)該多管齊下,優(yōu)化網(wǎng)絡(luò)公共事件的傳播策略。首先應(yīng)優(yōu)化傳播理念,實(shí)現(xiàn)由官本文到民本位,從剛性控制到柔性引導(dǎo),從信息傳播到價(jià)值傳播,從單向傳播到交互傳播,從立體傳播到實(shí)效傳播的轉(zhuǎn)變;同時(shí),政府應(yīng)完善傳播機(jī)制,建立協(xié)同應(yīng)對(duì)機(jī)制,健全檢測(cè)預(yù)警機(jī)制,創(chuàng)新新聞發(fā)布機(jī)制,落實(shí)考核問(wèn)責(zé)機(jī)制,強(qiáng)化教育培訓(xùn)機(jī)制;在具體操作實(shí)踐中,政府應(yīng)改進(jìn)具體的傳播策略,實(shí)現(xiàn)以我為主與第三方發(fā)聲相結(jié)合,及時(shí)發(fā)布與準(zhǔn)確發(fā)布相結(jié)合,正面信息與負(fù)面信息相結(jié)合,全面覆蓋與精準(zhǔn)傳播相結(jié)合,訴諸事實(shí)與訴諸感情相結(jié)合,網(wǎng)上傳播與網(wǎng)下行動(dòng)相結(jié)合,從而有效提升政府應(yīng)對(duì)網(wǎng)絡(luò)公共事件的傳播能力。
[Abstract]:With the rapid development of information technology, especially with the arrival of the new media era, Weibo, WeChat and other self-media have developed rapidly. The frequency of public events caused by the influence of social interests and accumulation of various social problems on the Internet is increasing day by day. In the face of this new situation, There is an urgent need for our government to seriously face and deal with this particular type of public event in a timely manner... Because if it is not handled properly, it will hinder the modernization of the government's governance capacity and damage the image of the government. Influence social stability. Network public events and government communication have their own characteristics. Network public events have the characteristics of sudden, unpredictability and polarization, while government communication is organized, authoritative, and so on. The emergence and extinction of network public events involve the government, the media, the Internet users, all of which are indispensable. The government is the leader in dealing with the network public events, and the media is the channel for the dissemination of information about the network crisis. Internet users are network crisis information disseminators and network public events supervisors. The rapid development of the Internet has brought both opportunities and new challenges to government communication. At present, in the network public events, the government's communication concept has been updated. The communication mechanism is gradually perfected, the media is increasing and the communication efficiency is improving. However, there are still some problems, such as the lack of understanding, the lack of response, the lack of experience and talents, the dislocation of single means and so on. First of all, the government should optimize the communication concept, realize from rigid control to flexible guidance, from information to value, from one-way to interactive communication. At the same time, the government should perfect the communication mechanism, establish the cooperative response mechanism, perfect the detection and early warning mechanism, innovate the news release mechanism, implement the examination and accountability mechanism, and strengthen the education and training mechanism. In the concrete operation practice, the government should improve the specific communication strategy, realize the combination of "we mainly" and "third party" voice, timely release and accurate release, positive information and negative information, comprehensive coverage and accurate communication. The combination of appeal to fact and appeal to emotion, online communication and offline action can effectively enhance the communication ability of government to deal with online public events.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：D63;G206

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