本文選題：政府形象 + 自主傳播　； 參考：《上海交通大學(xué)》2010年碩士論文

【摘要】： 本文通過對政府形象傳播流程中的基本要素的分析,以及對當(dāng)前政府形象網(wǎng)絡(luò)傳播的具體措施的探討,嘗試提出了具有針對性的對策。 在媒介生態(tài)發(fā)生深刻變化,媒介融合已成趨勢的背景下,構(gòu)成政府形象的網(wǎng)絡(luò)傳播流程的各個要素也發(fā)生了變化。本研究將政府形象的網(wǎng)絡(luò)傳播形態(tài)與傳統(tǒng)媒體下的傳播形態(tài)進(jìn)行對比,探討在網(wǎng)絡(luò)語境下,傳統(tǒng)政府形象傳播流程中各個要素的變化,以及這些變化帶來的影響。在這些變化中,最顯著的是受眾擁有了自主評價政府形象的各種傳播要素,受眾可以在網(wǎng)絡(luò)上根據(jù)自己的經(jīng)歷對政府形象進(jìn)行評價,與傳統(tǒng)時代相比較,受眾自主建立了針對政府形象的傳播流程,并通過網(wǎng)絡(luò)社群推動流程的發(fā)展,而在這個的流程末端是各級政府,所以,政府形象的網(wǎng)絡(luò)傳播除了政府主導(dǎo)的政府形象宣傳外,更應(yīng)積極回應(yīng)網(wǎng)絡(luò)的質(zhì)疑與訴求,維護(hù)政府形象。 本研究還對浦東新區(qū)的政府形象網(wǎng)絡(luò)傳播策略進(jìn)行了實證研究,在浦東新區(qū)的6個地點選取了231位受訪者,調(diào)查結(jié)果表明,受眾接觸政府的渠道呈現(xiàn)多樣化狀態(tài),使用網(wǎng)絡(luò)越多的受眾更傾向于使用網(wǎng)絡(luò)渠道與政府溝通,受眾關(guān)注政府的主要是民生等問題。 盡管本研究探討了網(wǎng)絡(luò)環(huán)境下政府形象的傳播策略,并嘗試從傳者的媒介意識、渠道構(gòu)建、內(nèi)容選擇、網(wǎng)絡(luò)新聞發(fā)言人、輿情監(jiān)測、介入時機(jī)等方面提出具體策略,但本研究認(rèn)為,無論是在現(xiàn)實中還是在網(wǎng)絡(luò)上,政府行為是第一位的,即“說的好不如做的好”。政府形象的傳播已經(jīng)擺脫了原有模式,在網(wǎng)絡(luò)環(huán)境中,受眾擁有自主搜尋信息、彼此協(xié)助、共同分享的平臺與渠道,受眾可以將政府傳播的內(nèi)容與現(xiàn)實情況相互印證,受眾也可以通過彼此交流的方式評價政府形象,在這種情況下,政府形象的網(wǎng)絡(luò)傳播更需秉持真實、公正等原則,不可高估政府的能力,更不可低估受眾的能力,在網(wǎng)絡(luò)傳播過程中,應(yīng)以受眾為本,著力于通過形象的測量改進(jìn)實際的工作。
[Abstract]:Based on the analysis of the basic elements in the process of government image communication and the discussion of the concrete measures of the current government image network communication, this paper tries to put forward some targeted countermeasures. Under the background of the profound changes of media ecology and the trend of media convergence, the elements of the network communication process that constitute the government image have also changed. This study compares the network communication pattern of the government image with that under the traditional media, and probes into the changes of the elements in the communication process of the traditional government image under the network context, and the influence of these changes. Among these changes, the most significant is that the audience has a variety of communication elements to independently evaluate the image of the government, and the audience can evaluate the image of the government according to their own experience on the Internet, compared with the traditional times. The audience independently establishes the communication process for the government image, and promotes the process development through the network community, and at the end of the process is the government at all levels, so, the network dissemination of the government image besides the government-led government image propaganda, Should respond to the query and appeal of network actively, safeguard government image. This study also makes an empirical study on the network communication strategy of the government image in Pudong New area. 231 interviewees were selected from 6 locations in Pudong New area. The results show that the channels of audience access to the government are diversified. The more people use the network, the more they tend to use the network channel to communicate with the government. Although this study discusses the communication strategy of the government image under the network environment, and attempts to put forward specific strategies from the media consciousness, channel construction, content selection, network news spokesman, public opinion monitoring, timing of intervention, etc. However, this study holds that, in reality and on the Internet, government behavior is the first, that is, "better said than done." The communication of the government image has already got rid of the original mode, in the network environment, the audience has the independent search information, the mutual assistance, the common sharing platform and the channel, the audience can confirm the government dissemination content and the reality situation mutually. Audiences can also evaluate the image of the government through mutual communication. In this case, the network dissemination of the image of the government needs to uphold the principles of truth and fairness, and the ability of the government should not be overestimated, let alone the ability of the audience to be underestimated. In the process of network communication, we should focus on audience-oriented and improve the actual work through image measurement.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G206;D035

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本文編號：1862164