山东疫苗事件中政府对网络舆情的引导之研究

发布时间：2018-04-01 05:30

本文选题：危机管理　切入点：公共危机阶段划分理论　出处：《郑州大学》2017年硕士论文

【摘要】：随着大数据时代的到来,国家各项“走出去、引进来”的发展战略的不断实施推进,中国的改革开放发展进程飞速。随之而来社会转型时期由经济结构深化发展引发的社会发展不平衡、社会分化加剧、社会矛盾问题增多等发展现状也显得尤为突出。网络的飞速发展让大数据时代下的信息共享变得异常简单。人们通过便捷的信息化交流被多样化新经济模式吸引刺激,不断改变着传统的生活模式,也更多的主动参与到社会问题的各项监督讨论当中。网络信息传播速度的爆发特征和自由言论的低成本特征,让公共网络舆情危机成为现代政府管理面临的常态环境。政府面对这样的新常态环境,应提升网络舆情危机处理能力,提高网络舆情引导力度,增强政府执政能力,维护政府公信力。本文通过剖析“山东疫苗案”这一典型的公共卫生网络舆情危机案例,梳理网络舆情危机发生的背景、表现、原因,用传播学理论梳理案件发生过程,用危机管理学理论分析事件的影响要素,用公共危机阶段划分理论,分析了政府危机事件发生的四个阶段:危机潜伏期政府反应迟缓、危机突发期政府处置无序、危机蔓延期政府有条不紊、危机痊愈期政府平稳恢复。在当今信息高速发展时期,网络舆论危机已经逐步占据了危机事件的重要比例,对政府而言这还是一种新生事物,对这种危机的发生原理及内在规律尚处在摸索阶段,因而治理措施的实施效果不佳。除此之外,政府在网络舆情引导过程中自身也存在一些问题,例如:政府应对机制缺失、监管机制函待建立,政府职能观念与舆情引导力度尚需优化。而之所以出现如此多的问题,从根源上讲,可以归结为:政府网络舆论危机意识淡薄、政府网络公关能力函待提升、网络舆论危机管理机制变革的动力不足。结合该案例中存在问题和原因,提出相应对策:首先提出要完善政府监管体制,明确部门权责,完善舆情监测预警机制,能有效展开信息沟通与危机处理及时关注网络舆情动态,防患于未然;其次政府应转变职能观念,从思想观念上改变才是治本之法。适应媒体环境,提升舆情应对能力,无论是建立新闻发言人制度还是搭建“两微一端”公共平台,信息公开的力度都应日益加大;接下来政府还应加强与媒体的联系,运用法律手段和行政手段进行新闻检查,使危机报道处于可控范围内,并借助媒体的大众传播能力,帮助政府在舆论场中维护形象,保证政府的观点、意见能被真实、准确地传递给民众;最后通过强化政府网络舆情引导,完善媒体沟通协调来进一步完善危机网络舆情引导。结语部分对政府危机管理的发生和应对做了一些思考,希望政府在应对危机公关时把握舆论动向,掌握应对技巧,塑造新型政府形象。本文尝试运用案例分析法将理论基础与工作实践相结合,总结出有普适性的、可操作的策略,以期对政府在未来的公共管理活动中有效引导舆情、应对网络危机事件有所帮助。
[Abstract]:With the advent of the era of big data, the country "going out development strategy, introducing" continue to promote the implementation of the reform and opening up, Chinese rapid development process. During the social transformation period followed by the economic structure and deepening development of the social development is not balanced, the increasing social differentiation, the current situation of the development of social contradictions and problems such as increased appear to be particularly prominent. The rapid development of the network makes the information era of big data sharing becomes extremely simple. People through the exchange of information convenient is a new economic model to attract diverse stimulation, changing the traditional mode of life, but also more actively involved in the supervision of the discussion of social issues. The outbreak of free speech characteristics and low cost characteristics of network information communication speed, let the public network public opinion crisis environment become the norm of modern government management. Government is facing a new normal ring like this Exit, should improve the network public opinion crisis management capacity, improve the network of public opinion to guide efforts to enhance the government's ability to govern, to maintain the credibility of the government. This paper analyzes the "Shandong vaccine case" public health network public opinion crisis which is a typical case, combing the network public opinion crisis background, performance, reason, communication theory carding process of the incident influence factors of crisis management, the theory analysis of the incident, with the theory of public crisis stages, analyzes four stages of government crisis events: the government's slow response to the crisis incubation period, crisis emergency government disposal disorder, the spread of the crisis of government crisis recovery period government everything in good order and well arranged, steady recovery. In the information high speed development period. The crisis of network public opinion has gradually occupy an important proportion of crisis for the government, it is a kind of new things, on the occurrence of this crisis The principle of the law and is still in the exploratory stage, the implementation effect and control measures of the poor. In addition, the government in the network of public opinion to guide itself also has some problems, such as lack of coping mechanisms in the process of: government, regulatory mechanism remains to be established, the functions of the government and the concept of public opinion to guide efforts still need to be optimized. The reason there are so many the problem is, in essence, can be summarized as: the government network public opinion crisis consciousness, the government network public relations ability letter to be improved, lack of motivation to change the network public opinion crisis management mechanism. Combined with the case of the existing problems and reasons, and puts forward the corresponding countermeasure: first proposed to improve the government supervision system, clear responsibilities, perfect public opinion monitoring and warning mechanism, can effectively expand the communication of information and crisis management and timely attention to dynamic network public opinion, nip in the bud; secondly, the government should change the function concept, from the ideological concept Read the change is the root of the law. To adapt to the media environment, enhance the response capacity of public opinion, whether the establishment of the spokesman system is to build two micro end public platform, information disclosure efforts should be increased; the government should also strengthen ties with the media, for censorship by means of legal and administrative means the crisis report in the controllable range, and with the ability of mass communication media, help the government to maintain the image in the field of public opinion, to ensure the government's views and opinions can be real, accurately convey to the public; finally, through strengthening the government network public opinion guidance, improve media communication and coordination to further improve the crisis of network public opinion to guide and deal with. The conclusion part of the government crisis management has done some thinking, want the government to grasp the public opinion trends in response to the crisis public relations, master skills, build a new government form This paper attempts to combine the theoretical foundation and the work practice with case analysis method, and summarizes the universal and operable strategies, so as to help the government effectively guide public opinion in the future public management activities and respond to the Internet crisis.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D63

【参考文献】