本文選題：網絡公共事件　切入點：政府傳播　出處：《湘潭大學》2015年碩士論文

【摘要】：伴隨著信息技術的快速發(fā)展,尤其隨著新媒體時代的到來,微博、微信等自媒體迅猛發(fā)展。由社會利益關系影響和各類社會問題積累所引發(fā)的公共事件在互聯(lián)網上的發(fā)生頻率日趨上升。面對這種新的形勢,迫切需要我國政府認真面對和及時處理這一特殊危機類型的公共事件。因為如果一旦應對處理不當,將會阻礙政府治理能力現(xiàn)代化,有損政府形象,影響社會穩(wěn)定。網絡公共事件與政府傳播各有其特點。網絡公共事件具有突發(fā)性、不可預測性和極化性等特點;而政府傳播則具有組織性、權威性、公共性和回應性等特點。網絡公共事件的生成消亡都牽涉到政府、媒體、網民,三者缺一不可。政府是處置網絡公共事件的主導者,媒體是網絡危機信息的傳播渠道,網民是網絡危機信息傳播者和網絡公共事件監(jiān)督者�；ヂ�(lián)網的飛速發(fā)展,既給政府傳播既帶來機遇,也帶來新的挑戰(zhàn)。當前,在網絡公共事件中,政府的傳播理念有所更新、傳播機制逐漸完善、傳播媒介不斷增多、傳播效率不斷提高。但也存在著認識不足觀念落后、機制缺乏反應滯后、經驗應對人才匱乏、手段單一方法錯位等問題。因此,政府應該多管齊下,優(yōu)化網絡公共事件的傳播策略。首先應優(yōu)化傳播理念,實現(xiàn)由官本文到民本位,從剛性控制到柔性引導,從信息傳播到價值傳播,從單向傳播到交互傳播,從立體傳播到實效傳播的轉變;同時,政府應完善傳播機制,建立協(xié)同應對機制,健全檢測預警機制,創(chuàng)新新聞發(fā)布機制,落實考核問責機制,強化教育培訓機制;在具體操作實踐中,政府應改進具體的傳播策略,實現(xiàn)以我為主與第三方發(fā)聲相結合,及時發(fā)布與準確發(fā)布相結合,正面信息與負面信息相結合,全面覆蓋與精準傳播相結合,訴諸事實與訴諸感情相結合,網上傳播與網下行動相結合,從而有效提升政府應對網絡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.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：D63;G206

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本文編號：1669924