外交小靈通傳播特點及發(fā)展策略研究
發(fā)布時間：2018-10-04 21:26
【摘要】：新媒體技術(shù)不斷發(fā)展,傳播的方式也發(fā)生相應(yīng)改變。以往的傳統(tǒng)媒介在新媒體的影響下已經(jīng)喪失了一統(tǒng)江湖的地位,逐步將言論場讓步給新媒體。微博的出現(xiàn)使人們可以實時了解事態(tài)發(fā)展,每個人都可以成為一個自媒體。在微博搭建的公共領(lǐng)域中,廣大網(wǎng)民可以暢所欲言,隨時隨地發(fā)布自己的觀點。這對政府的執(zhí)政提出了挑戰(zhàn),但也帶來了機遇。隨著微博在人們的生活中占著越來越重要的角色,一些政府機構(gòu)和官員開始試水微博,2011年成為了中國政務(wù)微博元年�！巴饨恍§`通”于2011年4月應(yīng)運而生,它是由外交部主辦的政府微博,是我國第一家部委開設(shè)的官微�！巴饨恍§`通”的開通出乎意料的受到粉絲的追捧,究竟是何原因造成外交微博備受矚目?這一問題引起筆者的關(guān)注。 全文共分五個部分。第一部分為緒論,主要就本文的選題背景、選題的研究意義進(jìn)行研究,分析“外交小靈通”的開通背景,并對本文將使用的理論進(jìn)行介紹,筆者將從5W理論出發(fā),對“外交小靈通”的傳播者、傳播內(nèi)容、傳播技巧、傳播效果及受眾特點的等傳播要素進(jìn)行分析研究。從公共領(lǐng)域理論著手,分析其在民主參與、互動性強等方面的突出特點。 第二部分主要介紹微博的傳播特征。微博作為新媒體平臺,其快速發(fā)展離不開其傳播特點,主要從裂變式傳播方式、多級傳播模式、傳播的及時性、交互性等特點進(jìn)行分析。 第三部分為對外交小靈通的傳播特點分析。本部分為全文重點之一。運用5W理論,從傳播者、傳播內(nèi)容、傳播技巧、傳播效果、受眾5方面對其進(jìn)行分析,找出“外交小靈通”在運行過程中的傳播特點。并與“平安北京”的運營狀況進(jìn)行對比。 第四部分為外交小靈通的發(fā)展策略。是本文重點。通過對外交小靈通的分析研究,發(fā)現(xiàn)其在發(fā)展過程中的問題,提出策略建議。主要從以科學(xué)管理提高其知名度、以積極態(tài)度拓展功能業(yè)務(wù),提升外務(wù)微博公共服務(wù)能力、以高效報道提升突發(fā)事件處理能力、重視輿情引導(dǎo)工作,優(yōu)化微博信息環(huán)境、加快從資訊平臺到觀點平臺的轉(zhuǎn)型及推進(jìn)外務(wù)微博的國際化等方面入手對存在的問題提出解決建議。 第五部分為全文結(jié)論。通過對外交小靈通傳播特點的研究及對發(fā)展策略的分析得出,外交的傳播發(fā)展絕不可以固步自封,應(yīng)緊緊跟隨技術(shù)的發(fā)展,全方位研究適應(yīng)于自身的傳播方式,擴大自身的傳播優(yōu)勢。
[Abstract]:With the development of new media technology, the mode of communication has changed accordingly. Under the influence of the new media, the traditional media have lost the status of unification and gradually give way to the new media. Weibo's emergence allows people to understand developments in real time, everyone can become a self-media. In the public sphere built by Weibo, the vast number of Internet users can freely express their views at any time, anywhere. This poses a challenge to the administration of the government, but also brings opportunities. With Weibo playing a more and more important role in people's lives, some government agencies and officials began to test the water for Weibo, and 2011 became the first year of Chinese government affairs Weibo. Diplomatic PHS came into being in April 2011. It is Weibo, the government sponsored by the Ministry of Foreign Affairs. The opening of "diplomatic PHS" was unexpectedly sought after by fans, what is the reason why diplomatic Weibo is attracting much attention? This problem attracts the attention of the author. The full text is divided into five parts. The first part is the introduction, which mainly studies the background of the topic, the significance of the research, analyzes the opening background of diplomatic PHS, and introduces the theory to be used in this paper. The author will proceed from the 5W theory. This paper analyzes and studies the communication elements of diplomatic PHS, such as the communicator, the communication content, the communication skills, the communication effect and the characteristics of the audience. Based on the theory of public domain, this paper analyzes its prominent characteristics in democratic participation and strong interaction. The second part mainly introduces Weibo's communication characteristics. Weibo, as a new media platform, its rapid development can not be separated from its communication characteristics, mainly from the fission mode of communication, multi-level communication mode, the timeliness of communication, interactive and other characteristics. The third part analyzes the communication characteristics of diplomatic PHS. This part is divided into one of the main points of the full text. By using 5W theory, this paper analyzes the communication characteristics of "diplomatic PHS" in the process of operation from five aspects: communicator, communication content, communication skills, communication effect and audience. And with the "Ping an Beijing" operation conditions are compared. The fourth part is the development strategy of diplomatic PHS. Is the focus of this article. Through the analysis and study of diplomatic PHS, the problems in the process of development are found and some suggestions are put forward. Mainly from raising its popularity with scientific management, expanding its functional business with a positive attitude, enhancing the public service capability of Weibo, improving its ability to deal with emergencies with high efficiency, paying attention to the guiding work of public opinion, and optimizing the information environment of Weibo, To speed up the transition from information platform to viewpoint platform and to promote the internationalization of foreign affairs Weibo. The fifth part is the conclusion of the paper. Through the study of the communication characteristics of diplomatic PHS and the analysis of the development strategy, it is concluded that the communication and development of diplomacy should not be fixed on itself, but should be closely followed by the development of technology, and the all-round study should be adapted to its own mode of communication. Expand its own communication advantage.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D80;G206
本文編號：2251930
[Abstract]:With the development of new media technology, the mode of communication has changed accordingly. Under the influence of the new media, the traditional media have lost the status of unification and gradually give way to the new media. Weibo's emergence allows people to understand developments in real time, everyone can become a self-media. In the public sphere built by Weibo, the vast number of Internet users can freely express their views at any time, anywhere. This poses a challenge to the administration of the government, but also brings opportunities. With Weibo playing a more and more important role in people's lives, some government agencies and officials began to test the water for Weibo, and 2011 became the first year of Chinese government affairs Weibo. Diplomatic PHS came into being in April 2011. It is Weibo, the government sponsored by the Ministry of Foreign Affairs. The opening of "diplomatic PHS" was unexpectedly sought after by fans, what is the reason why diplomatic Weibo is attracting much attention? This problem attracts the attention of the author. The full text is divided into five parts. The first part is the introduction, which mainly studies the background of the topic, the significance of the research, analyzes the opening background of diplomatic PHS, and introduces the theory to be used in this paper. The author will proceed from the 5W theory. This paper analyzes and studies the communication elements of diplomatic PHS, such as the communicator, the communication content, the communication skills, the communication effect and the characteristics of the audience. Based on the theory of public domain, this paper analyzes its prominent characteristics in democratic participation and strong interaction. The second part mainly introduces Weibo's communication characteristics. Weibo, as a new media platform, its rapid development can not be separated from its communication characteristics, mainly from the fission mode of communication, multi-level communication mode, the timeliness of communication, interactive and other characteristics. The third part analyzes the communication characteristics of diplomatic PHS. This part is divided into one of the main points of the full text. By using 5W theory, this paper analyzes the communication characteristics of "diplomatic PHS" in the process of operation from five aspects: communicator, communication content, communication skills, communication effect and audience. And with the "Ping an Beijing" operation conditions are compared. The fourth part is the development strategy of diplomatic PHS. Is the focus of this article. Through the analysis and study of diplomatic PHS, the problems in the process of development are found and some suggestions are put forward. Mainly from raising its popularity with scientific management, expanding its functional business with a positive attitude, enhancing the public service capability of Weibo, improving its ability to deal with emergencies with high efficiency, paying attention to the guiding work of public opinion, and optimizing the information environment of Weibo, To speed up the transition from information platform to viewpoint platform and to promote the internationalization of foreign affairs Weibo. The fifth part is the conclusion of the paper. Through the study of the communication characteristics of diplomatic PHS and the analysis of the development strategy, it is concluded that the communication and development of diplomacy should not be fixed on itself, but should be closely followed by the development of technology, and the all-round study should be adapted to its own mode of communication. Expand its own communication advantage.
【學(xué)位授予單位】：北京郵電大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D80;G206
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