本文關鍵詞： 政府新聞發(fā)言人 新媒體 公眾 信任　出處：《華東師范大學》2017年碩士論文　論文類型：學位論文

【摘要】：政府新聞發(fā)言人面對的媒體與公眾環(huán)境均在新媒體影響下發(fā)生變化,政府權威受到?jīng)_擊,傳統(tǒng)的"政府——媒體——公眾"抽象體系信任變得脆弱,政府新聞發(fā)言人作為政府這一抽象系統(tǒng)的代表,亟需新的策略在新聞媒體環(huán)境下穩(wěn)固公眾對政府的抽象系統(tǒng)信任�；诖吮尘�,本文采用文獻分析與深度訪談研究方法,描述政府新聞發(fā)言人所面臨的新媒體環(huán)境以及面對的新公眾,發(fā)掘政府新聞發(fā)言人在新媒體環(huán)境下具有的潛在優(yōu)勢,通過對新聞發(fā)言人的深度訪談深入了解政府新聞發(fā)言人制度運作現(xiàn)狀,探討當下新聞發(fā)言人制度中存在的問題。最后,本文基于以上分析,從現(xiàn)代性社會信任建構的視角針對性提出政府新聞發(fā)言人重構"政府——媒體——公眾"積極信任的策略。傳統(tǒng)媒體環(huán)境下政府擁有較強的操控媒體的能力,而在新媒體環(huán)境中政府"傳統(tǒng)媒體執(zhí)政"的效果減弱,快速更新的海量信息、個性化推送、公眾自我議程設置、公眾細分化等新媒體傳播特點導致新聞發(fā)言人傳遞信息受阻。但傳統(tǒng)主流媒體仍在公眾中保有權威性,且新媒體為新聞發(fā)言人直接接觸公眾提供了動力和平臺。從公眾角度看,新媒體環(huán)境下的公眾在角色上成為信息的生產(chǎn)者和傳播者,結構上體現(xiàn)出網(wǎng)狀聯(lián)合和內(nèi)部分化的特征,解讀方式上以妥協(xié)為主兼有對抗解讀。需要注意的是公眾獲得新媒體賦權的同時還需政府引導找到有價值信息。新聞發(fā)言人制度仍存在發(fā)言人專業(yè)性欠缺,授權審批機制復雜,缺乏新媒體思維,公眾意識落后,形象官方且疏離公眾等問題。本研究認為政府新聞發(fā)言人要與公眾構建積極的信任關系,首先應主動開放內(nèi)容、開放渠道,有針對性的進行主動傳播以鞏固系統(tǒng)信任;其次與公眾建立基于親密關系的人格信任;再者應主動構建平等的對話機制,通過與媒體和公眾直接溝通建立貫通人格信任與系統(tǒng)信任的積極信任;最重要的是,從制度上保障積極信任的構建,設立新聞發(fā)布的獨立職能部門、完善并簡化操作機制、職務化與職業(yè)化相結合并建立科學完整的系統(tǒng)化培訓。
[Abstract]:Under the influence of new media, the media and public environment faced by government press spokesman are changed, the authority of government is attacked, and the trust of the traditional abstract system of "government-media-public" becomes fragile. As the representative of the abstract system of government, the government press spokesman urgently needs new strategies to stabilize the public's trust in the abstract system of government under the news media environment. This paper uses the methods of literature analysis and in-depth interview to describe the new media environment faced by the government press spokesman and the new public to explore the potential advantages of the government press spokesman in the new media environment. Through in-depth interviews with press spokesmen to understand the current operation of the government press spokesman system, to explore the current problems in the press spokesman system. Finally, this paper based on the above analysis. From the perspective of the construction of trust in modern society, this paper puts forward the strategy of reconstructing the positive trust of the government, media and public. The government has a strong ability to manipulate the media in the traditional media environment. In the new media environment, the effect of the government "traditional media ruling" is weakened, the mass information is updated quickly, the personalized push, the public self-agenda setting. The characteristics of new media communication such as the fine differentiation of the public cause the press spokesmen to transmit information. But the traditional mainstream media still retain authority in the public. And the new media provides the press spokesman with the power and platform to directly contact the public. From the public point of view, the public in the new media environment in the role of information producers and disseminators. The structure shows the characteristics of reticular union and internal differentiation. The main way of interpretation is compromise and adversarial interpretation. What needs attention is that the public is empowered by new media and the government should guide to find valuable information. There is still a lack of professionalism in the press spokesman system. The mechanism of authorization and approval is complex, lack of new media thinking, backward public consciousness, official image and alienation from the public. This study believes that government spokesmen should build a positive relationship of trust with the public. First of all, we should open the content actively, open the channel, and carry on the active communication in order to consolidate the trust of the system. Secondly, establish personal trust based on intimate relationship with the public; Furthermore, we should take the initiative to build an equal dialogue mechanism, and establish the positive trust between personality trust and system trust through direct communication with the media and the public. The most important thing is to guarantee the construction of positive trust from the system, to set up the independent functional department of press release, to perfect and simplify the operation mechanism, to combine the professionalization with the professionalization, and to establish scientific and complete systematic training.
【學位授予單位】：華東師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：D64;G219.2

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