倡导型智库的内容传播影响力机制研究

发布时间：2018-04-04 09:01

本文选题：倡导型智库　切入点：智库影响力　出处：《北京交通大学》2017年硕士论文

【摘要】：倡导型智库是多元主义思想市场中的内容生产者和价值传递者,通过组织传播、网络传播等方式向政府决策者、社会精英和公众等群体进行思想观点的营销,进而成为传播网络中的意见领袖,扩充其观点、理念的影响力。基于相关领域的文献分析,本研究勾勒出了智库在传播网络中的生产者及传播者角色,归纳了倡导型智库的思想营销的具体目标,总结了智库影响力、智库全球化的研究现状及存在问题。本研究采取个案研究形式,综合运用了深度访谈、二手资料分析研究方法,结合智库影响力理论、思想市场理论、意见领袖等理论资源,剖析了倡导型智库内容传播创新的突出个案,提炼出了意见广场营造、圈层营销、舆论互动等智库影响力关键环节。在梳理内容传播与影响力建构的内在关系的前提下,本研究讨论了倡导型智库通过公众教育达到价值共鸣,通过议程建构带动舆论影响力的两大内容传播影响力典型机制。基于案例分析,本研究提出团队建设、平台建设、渠道建设的内容传播影响力宏观策略,以及话语传播、品牌传播策略。针对“一带一路”话语权建设这一中国倡导型智库传播建设目标,本研究提出倡导型智库应采取多元对话、价值共创的话语策略,优化话语权力传播,以话语能力创新为主的内容生产变革为开端,以培育明星产品和知识领袖型学者为着力点,塑造中国倡导型智库的“一带一路”话语品牌主体。
[Abstract]:Advocacy think tanks are content producers and value transmitters in the pluralistic ideological market, marketing their ideas to government decision makers, social elites and the public by means of organizational communication, network communication, etc.Then become the opinion leader in the dissemination network, expand its opinion, the influence of the idea.Based on the literature analysis in related fields, this study outlines the role of the think-tank in the communication network as producer and communicator, summarizes the specific objectives of the ideological marketing of the advocacy think-tank, and summarizes the influence of the think-tank.The present situation and existing problems of the globalization of think-tank.This study takes the form of a case study, using comprehensive in-depth interviews, second-hand data analysis and research methods, combined with think-tank influence theory, thought market theory, opinion leaders and other theoretical resources.This paper analyzes the outstanding cases of the innovative content dissemination of the advocacy think-tank, and abstracts the key links of the influence of the think-tank, such as the construction of the opinion square, the marketing of the circle, the interaction of public opinion, and so on.On the premise of combing the internal relationship between content dissemination and influence construction, this study discusses two typical mechanisms of advocacy think-tank to achieve value resonance through public education and to promote public opinion influence through agenda construction.Based on the case study, this study puts forward macro strategies of content communication influence, discourse communication and brand communication strategy of team building, platform building and channel building.In view of the goal of the construction of "Belt and Road" discourse right, which is a Chinese advocacy think-tank, this study suggests that the advocacy think tank should adopt the discourse strategy of multi-dialogue and value creation, and optimize the communication of discourse power.With the innovation of discourse ability as the starting point and the cultivation of star products and knowledge leader scholars as the starting point, Belt and Road, a Chinese advocacy think-tank, is molded as the subject of the discourse brand.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：C932;G206

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