【摘要】：在當前經(jīng)濟全球化、政治多極化的發(fā)展趨勢下,各大主流城市和政府部門紛紛通過廣泛參與全球經(jīng)濟、不斷推動區(qū)域發(fā)展從而建構(gòu)和推廣自身的形象。在具體實踐的過程中,政務微博作為黨和政府重要的執(zhí)政資源之一,因其對政府形象的廣泛影響力和自身的互動性、即時性等傳播特征,越來越被學界、業(yè)界所關注和重視。良好的政府形象既是政府贏得公眾認可的重要保障,也是建立和建構(gòu)城市名片的必要因素。然而在公眾固有政府觀念的影響下,政府形象分化為實態(tài)和虛態(tài)兩個層面。公眾受到首因效應和主觀片面性的制約,在人際傳播和大眾傳媒對政府行為的解讀中形成了對政府虛態(tài)形象的認知和評判,這并不全是政府形象的客觀實際反映。政務微博作為主體具備特殊性的社會化傳播工具,兼有一般性微博的廣泛傳播力,借助新媒體傳播渠道,在建構(gòu)良好、透明、公信力政府形象方面具有不可忽視的作用。自從2011年被定義為“微博元年”開始,政務微博在經(jīng)歷了試水期、發(fā)展期后步入正常運營期。因其即時性、互動性、擬人化、個性化等特點受到社會各界的褒揚和認可,雖然在數(shù)量上占據(jù)絕對優(yōu)勢,但其影響力、公信力卻由于部分官員對政務微博話題的重視程度不夠、回應性不強、缺乏有效的運行管理機制等缺陷而沒有達到預期效果,反而使公眾產(chǎn)生抗拒、排斥心理,對政府形象的建構(gòu)造成不良影響。本文旨在通過分析政務微博建構(gòu)政府形象的模式、傳播優(yōu)勢與實際效果,厘清政務微博建構(gòu)政府形象所面臨的困境與挑戰(zhàn),從建立健全微博運營機制、樹立務實親民的微博運營觀等出發(fā),在借鑒優(yōu)秀政務微博經(jīng)驗的基礎之上,走出一條建構(gòu)織博為民、問政利民、取信于民政府形象的路子。
[Abstract]:Under the development trend of economic globalization and political multipolarization, the major cities and government departments continuously promote regional development through extensive participation in the global economy to construct and popularize their own image. In the process of concrete practice, political affairs Weibo, as one of the important ruling resources of the Party and the government, has been paid more and more attention to by the academic circles and the industry because of its extensive influence on the government image and its interactivity and instantaneity. A good government image is not only an important guarantee for the government to win public approval, but also a necessary factor for the establishment and construction of a city's business card. However, under the influence of the public's inherent concept of government, the image of government is divided into two levels: real and virtual. Restricted by the first cause effect and subjective one-sidedness, the public has formed the cognition and judgment of the government's fictitious image in the interpersonal communication and the mass media's interpretation of the government's behavior, which is not all the objective and practical reflection of the government's image. As a special socialized communication tool with special subject, government affairs Weibo, with the help of new media communication channels, plays an important role in constructing a good, transparent and credible government image. Since 2011 was defined as "Weibo first year", the government has experienced a trial period, development period after entering the normal operation period. Because of its immediacy, interactivity, personification, personalization and so on, it has been praised and recognized by all circles of the society. Although it occupies an absolute advantage in quantity, its influence and credibility are due to the insufficient attention paid by some officials to the topic of political affairs Weibo. The lack of responsiveness and the lack of effective operation and management mechanism do not achieve the desired effect, which makes the public resist and reject the public, and has a negative impact on the construction of the government image. The purpose of this paper is to analyze the mode of government image construction by Weibo, to spread advantages and practical effects, to clarify the difficulties and challenges facing the construction of government image by Weibo, and to establish and improve the operational mechanism of Weibo. On the basis of drawing lessons from the experience of the outstanding government, Weibo, we should set up a practical and pro-people view of Weibo's operation, and find out a way to construct a way of building up "weaving Bo" for the people, asking the government to benefit the people, and gaining the trust of the government image of the people.
【學位授予單位】：長安大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：D63

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