新浪微博中的南寧城市形象傳播研究
發(fā)布時(shí)間：2019-01-06 12:08
【摘要】：中國(guó)的城鎮(zhèn)化進(jìn)程不斷加快,城市化浪潮不僅帶動(dòng)了城市經(jīng)濟(jì)的高速發(fā)展,也加劇了城市之間的競(jìng)爭(zhēng)。各個(gè)城市除了加速推動(dòng)城市建設(shè)的步伐以外,也在不斷探索如何更好地傳播城市形象。以新浪微博為主,接連涌現(xiàn)的城市微博,代表的不只是官方聲音,與民溝通的橋梁,它也是一個(gè)展示城市形象的窗口。本文以南寧本地最具代表性的三個(gè)新浪微博平臺(tái):“新浪廣西”、“南寧發(fā)布”、“南寧吃喝玩樂”為例,以8天為間隔,采用等距抽樣法,以2014年8月1日0:00至2016年8月1日24:00為時(shí)間范圍,從不同的角度對(duì)抽取的微博樣本進(jìn)行數(shù)據(jù)統(tǒng)計(jì)與分析,發(fā)現(xiàn)三個(gè)平臺(tái)從平臺(tái)屬性出發(fā),在傳播內(nèi)容上各有側(cè)重,梳理出三個(gè)新浪微博平臺(tái)各自的傳播特點(diǎn)。其次,本文通過對(duì)微博樣本進(jìn)行分析,構(gòu)建了兩級(jí)議題對(duì)城市形象進(jìn)行細(xì)分,詳細(xì)闡述了南寧的三個(gè)新浪微博平臺(tái)傳播在城府、經(jīng)濟(jì)、社會(huì)、交通、市民、環(huán)境等方面的城市現(xiàn)狀。再者,從“微博被轉(zhuǎn)發(fā)量”、“微博被評(píng)論量”、“微博點(diǎn)贊量”三個(gè)角度進(jìn)行數(shù)據(jù)統(tǒng)計(jì),分析三個(gè)微博平臺(tái)的影響力,總結(jié)出南寧城市微博平臺(tái)影響力都較弱的結(jié)論。同時(shí),將南寧市政府意圖打造的城市形象與新浪微博中呈現(xiàn)的城市形象作對(duì)比,總結(jié)出目前南寧城市微博平臺(tái)在傳播內(nèi)容中的特點(diǎn)以及呈現(xiàn)出來的城市形象,發(fā)現(xiàn)南寧的微博城市形象與官方形象在打造城市名片等許多方面有著共同點(diǎn)。除此之外,將南寧的官方微博和自媒體微博與上海和武漢進(jìn)行對(duì)比,總結(jié)出南寧城市微博在發(fā)布時(shí)間、與網(wǎng)友互動(dòng)等方面存在不足。在以上研究成果的基礎(chǔ)上,對(duì)城市微博平臺(tái)的傳播提出幾點(diǎn)建議:明確城市微博平臺(tái)自身的服務(wù)功能;充分挖掘城市的優(yōu)勢(shì)資源;豐富傳播形式,創(chuàng)新傳播內(nèi)容;根據(jù)受眾的閱讀習(xí)慣合理安排微博發(fā)布時(shí)間,采取多種互動(dòng)方式。
[Abstract]:The process of urbanization in China is speeding up, and the tide of urbanization not only drives the rapid development of urban economy, but also intensifies the competition among cities. In addition to accelerating the pace of urban construction, cities are constantly exploring how to better spread the image of the city. With Sina Weibo as the main, successive emergence of the city Weibo, representing not only the official voice, and the bridge of communication with the people, it is also a window to display the image of the city. This paper takes the three most representative Sina Weibo platforms in Nanning as an example: "Sina Guangxi", "Nanning issue", "Nanning eat, drink and play" as an example, with an interval of 8 days, the method of isometric sampling is used. Taking 0:00 on August 1, 2014 and 24:00 of August 1, 2016 as the time frame, the data statistics and analysis of Weibo samples from different angles are carried out. It is found that the three platforms are based on the attributes of the platform and have different emphasis on the content of communication. Comb out the three Sina Weibo platform each of the characteristics of communication. Secondly, through the analysis of Weibo's sample, this paper constructs two levels of issues to subdivide the city image, and expounds in detail the spread of the three Sina Weibo platforms in Nanning to the city's city, economy, society, transportation, and citizens. Environmental and other aspects of the urban status quo. Furthermore, from the three angles of "Weibo being forwarded", "Weibo being commented" and "Weibo's praising quantity", the author analyzes the influence of the three platforms and concludes that the influence of the three platforms is weak in Nanning city. At the same time, by comparing the city image that the Nanning Municipal Government intends to create with the city image presented in Sina Weibo, the paper summarizes the characteristics of the current Nanning city Weibo platform in the communication content and the city image presented. It is found that the city image of Weibo and the official image of Nanning have common ground in many aspects, such as making city card. In addition, the comparison between the official Weibo of Nanning and the self-media Weibo compared with Shanghai and Wuhan, concluded that the Nanning city Weibo has shortcomings in publishing time, interacting with netizens and so on. On the basis of the above research results, this paper puts forward several suggestions on the communication of urban Weibo platform: clarifying the service function of the urban Weibo platform; fully excavating the city's superior resources; enriching the communication form; innovating the communication content; According to the reading habits of the audience reasonable arrangements Weibo release time, take a variety of interactive ways.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206
[Abstract]:The process of urbanization in China is speeding up, and the tide of urbanization not only drives the rapid development of urban economy, but also intensifies the competition among cities. In addition to accelerating the pace of urban construction, cities are constantly exploring how to better spread the image of the city. With Sina Weibo as the main, successive emergence of the city Weibo, representing not only the official voice, and the bridge of communication with the people, it is also a window to display the image of the city. This paper takes the three most representative Sina Weibo platforms in Nanning as an example: "Sina Guangxi", "Nanning issue", "Nanning eat, drink and play" as an example, with an interval of 8 days, the method of isometric sampling is used. Taking 0:00 on August 1, 2014 and 24:00 of August 1, 2016 as the time frame, the data statistics and analysis of Weibo samples from different angles are carried out. It is found that the three platforms are based on the attributes of the platform and have different emphasis on the content of communication. Comb out the three Sina Weibo platform each of the characteristics of communication. Secondly, through the analysis of Weibo's sample, this paper constructs two levels of issues to subdivide the city image, and expounds in detail the spread of the three Sina Weibo platforms in Nanning to the city's city, economy, society, transportation, and citizens. Environmental and other aspects of the urban status quo. Furthermore, from the three angles of "Weibo being forwarded", "Weibo being commented" and "Weibo's praising quantity", the author analyzes the influence of the three platforms and concludes that the influence of the three platforms is weak in Nanning city. At the same time, by comparing the city image that the Nanning Municipal Government intends to create with the city image presented in Sina Weibo, the paper summarizes the characteristics of the current Nanning city Weibo platform in the communication content and the city image presented. It is found that the city image of Weibo and the official image of Nanning have common ground in many aspects, such as making city card. In addition, the comparison between the official Weibo of Nanning and the self-media Weibo compared with Shanghai and Wuhan, concluded that the Nanning city Weibo has shortcomings in publishing time, interacting with netizens and so on. On the basis of the above research results, this paper puts forward several suggestions on the communication of urban Weibo platform: clarifying the service function of the urban Weibo platform; fully excavating the city's superior resources; enriching the communication form; innovating the communication content; According to the reading habits of the audience reasonable arrangements Weibo release time, take a variety of interactive ways.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206
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