本文選題：微時代 + 政府公共關(guān)系��； 參考：《華南理工大學(xué)》2015年碩士論文

【摘要】：2010年微博元年的出現(xiàn)標(biāo)志著“微時代”的到來,信息傳播方式的深刻變革在解構(gòu)傳統(tǒng)話語格局的同時,又為公眾利益多元表達提供廣闊的平臺,給政府公共關(guān)系帶來了新的機遇和挑戰(zhàn)�！拔r代”輿論傳播呈現(xiàn)出內(nèi)容碎片化、速度實時化、主體大眾化、立場逆反性、過程交互性、維度關(guān)系化等特點,賦予了政府公共輿論引導(dǎo)更多新的內(nèi)容與意義。政府只有在公共輿論引導(dǎo)方式上適時調(diào)整、及時創(chuàng)新,方能適應(yīng)“微時代”的政府公共關(guān)系需要。作為改革開放先行地的基層政府,廣州市基層政府在“微時代”公共輿論引導(dǎo)中采取了一定的措施并取得相應(yīng)的成效,其中不乏社會關(guān)注度高的典型案例,也從中得到了有益的經(jīng)驗借鑒。然而,必須客觀地看到,“微時代”廣州市基層政府在公共輿論引導(dǎo)過程中遇到了網(wǎng)絡(luò)傳播功能彰顯、媒體市場化趨勢、新聞采訪、公眾利益訴求多元化與非理性表達、新聞發(fā)言人崗位風(fēng)險等挑戰(zhàn),也產(chǎn)生了缺乏主體引導(dǎo)意識、公關(guān)組織機構(gòu)單薄、公關(guān)組織機制滯后、人員公關(guān)素質(zhì)不高、執(zhí)行力不足引發(fā)危機、媒介運用手段單一、公眾主體地位不高等亟待解決的現(xiàn)實問題。如果不妥善解決,將影響政府的公信力,制約政府公共關(guān)系的發(fā)展。本文運用文獻研究、實證研究、案例分析、定性和定量分析等方法,以政府公共關(guān)系研究視角對“微時代”與公共輿論引導(dǎo)進行理論分析,結(jié)合實際情況,對“微時代”廣州市基層政府公共輿論引導(dǎo)進行實踐分析,總結(jié)歸納措施與成效,分析典型案例借鑒有益經(jīng)驗,深入剖析“微時代”廣州市基層政府公共輿論引導(dǎo)所面臨的挑戰(zhàn)與問題,立足廣州市基層政府的具體實際,從政府公共關(guān)系的主體、載體、客體三個層面進行考量,依次提出了加強自身建設(shè)提升公共輿論引導(dǎo)軟實力、發(fā)揮媒體優(yōu)勢增強公共輿論引導(dǎo)靈敏度、尊重公眾主體促進公共輿論引導(dǎo)科學(xué)化等對策建議,并將公共輿論引導(dǎo)方法融入其中。本研究將為“微時代”基層政府公共輿論引導(dǎo)工作提供新的研究視角與范本,為國內(nèi)各地基層政府公共輿論引導(dǎo)工作提供理論借鑒,為改善基層政府與公眾之間的關(guān)系,提高公眾對基層政府的滿意度具有參考價值。
[Abstract]:The appearance of Weibo in 2010 marks the arrival of the "micro-era". The profound changes in the mode of information dissemination not only deconstruct the traditional discourse pattern, but also provide a broad platform for the pluralistic expression of public interests. It brings new opportunities and challenges to the government's public relations. The dissemination of public opinion in the "micro-era" shows the characteristics of fragmentation, real-time speed, popularization of the subject, reflexivity of the stand, interactivity of the process, dimensionality, and so on, which endows the government with more new contents and meanings to guide the public opinion. Only when the government adjusts and innovates timely in the way of guiding public opinion, can it adapt to the need of government public relations in the "micro era". As the grass-roots government in the place of reform and opening up, the grass-roots government in Guangzhou has taken certain measures and achieved corresponding results in the guidance of public opinion in the "micro-era", among which there are some typical cases of high social concern. It also gets useful experience. However, it must be seen objectively that the grass-roots government of Guangzhou has met with the network communication function, the media marketization trend, the news interview, the public interest request diversification and the irrational expression in the process of guiding public opinion. The challenges, such as the risk of the press spokesman's post, have also resulted in the lack of subjective guiding consciousness, the weakness of the public relations organization, the lagging of the public relations organization mechanism, the low quality of the public relations of the personnel, the lack of executive ability, the crisis caused by the lack of execution, the single means of using the media The public main body status is not high and so on the reality question which urgently needs to be solved. If not properly resolved, will affect the credibility of the government, restricting the development of government public relations. This paper uses the methods of literature research, empirical research, case analysis, qualitative analysis and quantitative analysis to analyze the "micro-era" and the guidance of public opinion from the perspective of government public relations research, combining with the actual situation. This paper analyzes the practice of guiding public opinion of the grass-roots government in Guangzhou, summarizes the measures and results, and analyzes the useful experience of typical cases. This paper deeply analyzes the challenges and problems that Guangzhou grass-roots government faces in guiding public opinion in the "micro-era", based on the concrete reality of the grass-roots government in Guangzhou, considering the subject, carrier and object of the government's public relations. In turn, the paper puts forward some countermeasures and suggestions, such as strengthening the self-construction, enhancing the soft power of public opinion guidance, giving play to the advantages of the media and enhancing the sensitivity of public opinion guidance, respecting the public subject and promoting the scientific guidance of public opinion, and so on. And the public opinion guidance method into it. This study will provide a new research perspective and model for the "micro-era" grass-roots government public opinion guidance work, provide theoretical reference for the grass-roots government public opinion guidance work in various parts of the country, and improve the relationship between grass-roots government and the public. It is of reference value to improve the satisfaction of the public to the grass-roots government.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D630

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本文編號：1824325