本文選題：政務(wù)微博 + 新公共服務(wù)�。� 參考：《華僑大學(xué)》2015年碩士論文

【摘要】：隨著公共行政領(lǐng)域中“民本”思想的回歸,新公共服務(wù)理論對建立“服務(wù)型政府”的影響漸深,塑造良好的政府形象被提到日益重要的高度,政府必須重視與公眾的對話溝通,建立具有良好回應(yīng)力的公共服務(wù)機(jī)制,政務(wù)微博這一自媒體時(shí)代的產(chǎn)物,也就自然而然地成為了政府形象建設(shè)體系的重要途徑。從2011年的政務(wù)微博元年到2012年的井噴、成熟,再到2013年后的趨于穩(wěn)定、持續(xù)發(fā)酵,政務(wù)微博在處理公共關(guān)系、改變政府形象傳統(tǒng)定位等方面發(fā)揮了巨大的作用,但與此同時(shí)也暴露出了兩極分化、政民互動不足、運(yùn)營體制僵硬、文本管理不當(dāng)?shù)劝l(fā)展沉疴,阻礙了政務(wù)微博的進(jìn)一步發(fā)展,也給政府形象建設(shè)帶來了一定的負(fù)面影響。本文以我國政務(wù)微博的具體表現(xiàn)為研究對象,主要思考和回答了國內(nèi)政務(wù)微博以政府形象建設(shè)為目標(biāo)的優(yōu)化對策,著力探討了政務(wù)微博對政府形象建設(shè)的作用、意義與實(shí)踐方向。作為與民眾平等對話、即時(shí)互動的傳播平臺,政務(wù)微博對政府在網(wǎng)絡(luò)時(shí)代中直接獲取公眾反應(yīng),建設(shè)親民、服務(wù)、公共的政府形象,發(fā)揮著越來越重要的作用:它既具有契合新公共服務(wù)理論范式的必要性,同時(shí)通過對照傳播驅(qū)動模型,分析微博傳播規(guī)律和傳播特性,也體現(xiàn)出其在政府形象建設(shè)上具備獨(dú)特的可行性。政務(wù)微博在稅務(wù)與公安兩個(gè)不同部門中的實(shí)踐,以及對政府形象建設(shè)目標(biāo)起到的不同作用,也論證了政務(wù)微博的優(yōu)化問題已經(jīng)成為現(xiàn)實(shí)中的迫切要求。通過梳理陷入瓶頸的政務(wù)微博存在的主要問題,總結(jié)成功的政務(wù)微博在傳播效果上的優(yōu)越技巧和合理化機(jī)制,筆者最終提出了當(dāng)前我國政府以治理官微促進(jìn)政府良好形象建設(shè)的六個(gè)現(xiàn)實(shí)對策,包括加強(qiáng)組織投入、找準(zhǔn)政務(wù)微博定位、實(shí)施規(guī)范個(gè)性把關(guān)兼?zhèn)涞倪\(yùn)營管理、建立“線上線下”相協(xié)調(diào)團(tuán)隊(duì)、提高政務(wù)微博管理技巧、建立績效激勵(lì)制度等。
[Abstract]:With the return of the "people-oriented" thought in the field of public administration, the influence of the new public service theory on the establishment of "service-oriented government" is deepening, and the creation of a good image of the government has been raised to an increasingly important height. The government must attach importance to the dialogue and communication with the public. With the establishment of public service mechanism with good response power, government affairs Weibo, the product of the media era, naturally becomes an important way to construct the government image system. From the first year of the 2011 government affairs Weibo to the 2012 blowout, mature, and then after 2013 tend to stabilize, continue to ferment, the government has played a huge role in handling public relations, changing the traditional positioning of the government image, and so on. But at the same time, it also exposed polarization, insufficient interaction between the government and the people, rigid operation system, improper text management, and so on, which hindered the further development of government affairs Weibo, and also brought some negative effects to the government image construction. This article takes the concrete performance of Chinese government affairs Weibo as the research object, mainly ponders and answers the optimization countermeasure of the government image construction, and probes into the function of the government administration Weibo to the government image construction. Meaning and practice. As a communication platform for dialogue with the public on an equal footing and instant interaction, the government affairs Weibo has a direct response to the public in the Internet age, building a government image of the government that is close to the people, serves the people, and serves the public. It plays a more and more important role: it not only fits the necessity of the new public service theory paradigm, but also analyzes Weibo's communication law and characteristics by contrasting the communication driving model. It also reflects its unique feasibility in the construction of government image. The practice of government affairs Weibo in two different departments of taxation and public security, as well as the different effects on the goal of government image construction, also proves that the optimization of the government affairs Weibo has become an urgent demand in reality. By combing the main problems existing in the bottleneck of government affairs Weibo, and summarizing the superior skills and rationalization mechanism of the successful government administration Weibo in the communication effect, Finally, the author puts forward six practical countermeasures to promote the government's good image construction by the government, including strengthening the organizational input, finding out the orientation of the government affairs Weibo, and implementing the operation management of regulating the personality of the government. Set up the coordination team between line and line, improve the management skill of government affairs Weibo, set up the performance incentive system and so on.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D630;G206

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本文編號：1810195