新媒体视角下地方政府形象塑造

发布时间：2018-04-15 13:11

本文选题：新媒体 + 地方政府媒介形象　；参考：《广西师范学院》2014年硕士论文

【摘要】：在我国市场经济逐渐完善的背景之下，传统意义上的政府形象已经在现今生活中不再适用。当今政府除了展现自己的“硬实力”之外，，更要突显自己的“软实力”。一级政府通过媒体塑造良好的形象，不仅带来更高的号召力、凝聚力和权威性，更对自身建设和经济发展推波助澜。本文分析了地方政府形象的构成，揭示了政府媒介形象与政府自身形象、大众传播以及社会公众之间的关系。并在对新媒体发展趋势的研究之上，从正负两个方面理清了新媒体与地方政府形象塑造的关系。试图从这些关系中找出新媒体环境下地方政府形象塑造存在的问题，新媒体蓬勃发展的大环境下，提供一种构建地方政府媒介形象的新思路。本文主要采用了文献分析法、案例分析法和对比法，通过阅读吸取大量的理论知识与互联网海量信息相结合，做到了理论与具体案例相结合。在新媒体发展研究中，通过分析得出在受众细化和媒体碎片化的今天，抓住小众比抓住大众更有价值，设定不同类型的媒体去迎合不同口味的受众，走出一条精准、专业、特色的新媒体道路。其次，手机媒体市场的突显，手机终端的智能化、便捷化将导致手机软件的需求量激增。对传统媒体而言，网络新媒体的出现对它无疑是一个巨大的冲击，面对互联网的强势来袭，传统媒体只有追求革新和创新才能扭转乾坤。与此同时，社会化媒体时代已经悄然到来到来，社会化媒体是近年来出现的一个新名词，是指能互动的媒体。推特和脸书就是社会化媒体的代表，目前推特和脸书在美国发生的变化正在中国相继上演，新浪微博、美团、人人网等为代表的社会化媒体促发了一场社会化的商业变革。通过对新媒体的研究引申到地方政府的媒介形象上，也可以得出通过新媒体可以塑造与宣传良好的地方政府形象、打造地方政府形象“个性名片”、营造良好的公共管理环境、有益于地方政府开展危机管理。但我们也能看到的是，新媒体在某些方面由于虚假信息降低政府诚信、新媒体扩散的时效性增添了政府“形象”管理的难度、新媒体传播偏差影响地方政府的全面形象。通过分析可以了解到，这些问题的产生是由于政府相关法律的缺失、政府相关机制的缺失、行业自律机构缺乏执行力度、政府在形象塑造与传播中对新媒介认识和利用存在问题。但我们也可以利用新媒体来构建塑造地方政府形象的对策，比如增添政府信息透明度、全面加强政府的新媒体建设、完善法律法规制度等等。
[Abstract]:Under the background of the gradual improvement of market economy in our country, the traditional image of government is no longer applicable in the present life.In addition to showing its own "hard power", today's government should highlight its own "soft power."The establishment of a good image by the media not only brings higher appeal, cohesion and authority, but also contributes to their own construction and economic development.This paper analyzes the constitution of the image of local government, and reveals the relationship between the image of government media and the image of government itself, mass communication and social public.On the basis of the research on the development trend of new media, this paper clarifies the relationship between the new media and the image of local government from two aspects: positive and negative.This paper tries to find out the problems existing in shaping the image of local government under the new media environment and to provide a new way of constructing the image of local government in the context of the flourishing development of new media.This article mainly uses the literature analysis method, the case analysis method and the contrast method, through the reading absorbs the massive theoretical knowledge and the Internet massive information unifies, has achieved the theory and the concrete case union.In the research on the development of new media, through analysis, it is concluded that in today's era of audience refinement and media fragmentation, it is more valuable to catch a niche than to catch the masses. Different types of media are set up to cater to different tastes of the audience, and to go out of a precise and professional way.The characteristic new media road.Second, the prominence of the mobile media market and the intelligentization of mobile terminals will lead to a surge in demand for mobile software.To the traditional media, the emergence of the new network media is undoubtedly a huge impact on it. In the face of the strong attack of the Internet, the traditional media only pursue innovation and innovation in order to turn things around.At the same time, the era of social media has come quietly, social media is a new term in recent years, refers to interactive media.Twitter and Facebook are the representatives of social media. At present, the changes that have taken place in the United States between Twitter and Facebook are being staged one after another in China. Sina Weibo, Meituan, Renren, etc., have promoted a social business transformation for the representative social media.Through the research on the new media, we can also draw the conclusion that the new media can create and propagate the good local government image, create the local government image "personality business card", and create a good public management environment.It is beneficial to the local government to carry out crisis management.However, we can also see that in some aspects, the new media reduces the credibility of the government because of false information, and the timeliness of the spread of new media increases the difficulty of the "image" management of the government, and the deviation of the new media dissemination affects the overall image of the local government.Through the analysis, we can know that these problems are caused by the lack of relevant laws of the government, the lack of relevant mechanisms of the government, the lack of enforcement of the industry self-discipline organizations,There are some problems in the government's understanding and utilization of the new media in the process of image creation and communication.But we can also use the new media to build the local government image, such as increasing the transparency of government information, comprehensively strengthening the new media construction of the government, perfecting the laws and regulations system, and so on.
【学位授予单位】：广西师范学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206

【参考文献】