【摘要】：在全媒體環(huán)境下,政府形象傳播已深刻地影響和改變著政府的決策理念、決策能力和政府行為,與政府的各項工作緊密聯(lián)系在一起,是政府工作的不可或缺的重要元素,從這個意義上說,一級政府能否具有高效、靈活和與時俱進的形象傳播能力已成為政府治理素質和能力的重要標志。研究和探索政府形象傳播的特點、當前情形下政府形象傳播的缺陷和不足,提出提升政府在形象塑造和傳播中的思路和策略,具有直接的理論價值和現(xiàn)實意義。本文從全媒體的基本概念入手,運用對比、理論著述、實踐技巧等方式,全方位地闡述我國政府形象傳播的現(xiàn)狀、問題和原因。同時,對西方發(fā)達國家形象傳播的手段、方式和傳播走向進行了客觀分析。對全媒體環(huán)境下我國政府形象塑造和傳播從思維方式、頂層設計和突發(fā)事件處置等方面,指出了政府形象傳播的理念和應用策略。本文認為,在全媒體環(huán)境下要搞好我國政府形象傳播,應采用適當?shù)牟呗裕杭创_實轉變思維,充分認識全媒體對政府形象傳播的地位和作用；優(yōu)化頂層設計,建立健全政府形象傳播防御戰(zhàn)略體系；深入開發(fā)并利用新媒體的交互功能,提升政府形象傳播的質量和效率；加強在公共危機事件的處置中傳播政府形象；認真研究和借鑒西方國家政府形象傳播的做法與成功經(jīng)驗等。這樣,才能更有效地塑造與傳播我國政府的良好形象。
[Abstract]:In the whole media environment, the government image communication has deeply influenced and changed the government's decision-making idea, the decision-making ability and the government's behavior, and is closely related with the government's work, which is an indispensable and important element of the government's work. In this sense, whether the government of the first level has the ability to spread the image efficiently, flexibly and with the times has become an important symbol of the quality and ability of government governance. It is of direct theoretical value and practical significance to study and explore the characteristics of government image communication, the defects and shortcomings of government image communication under the current situation, and to put forward some ideas and strategies to promote the government image creation and communication. Starting with the basic concept of the whole media, this paper, by means of contrast, theoretical writings and practical techniques, expounds the present situation, problems and causes of government image communication in all directions in our country. At the same time, the paper analyzes objectively the means, ways and trends of image communication in western developed countries. This paper points out the concept and application strategy of government image communication from the aspects of thinking mode, top level design and emergency disposal. This paper holds that in order to do a good job in the dissemination of government image in the whole media environment, we should adopt appropriate strategies: that is, to really change our thinking and fully understand the position and role of the whole media in the dissemination of government image; Optimize the top-level design, establish and improve the government image communication defense strategy system; deeply develop and utilize the interactive function of new media, enhance the quality and efficiency of government image communication, strengthen the communication of government image in the handling of public crisis events; To study and draw lessons from the practices and successful experiences of government image dissemination in western countries. In this way, we can more effectively shape and spread the good image of our government.
【學位授予單位】：南京理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：D630;G206

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本文編號：2422262