突发事件中政务微博信息传播机制研究
发布时间：2018-08-02 12:48
【摘要】：在“风险社会”和“媒介化社会”的双重背景下，一方面，各类突发事件的爆发频率、波及范围以及危害程度远远超过以往任何一个时期；另一方面，以微博为代表的新媒体强化了公民的社会责任意识，赋予了民众更多的话语权，使得人人都可能成为突发事件的信息传播渠道，政府对危机信息的管控能力大为减弱，传统的政府危机传播手段已无力面对这种复杂而多变的局面。突发事件的频频爆发，不仅直接威胁了社会和谐稳定和人民生命财产安全，还严重阻碍了中国的社会转型进程和国家现代化进程，作为社会公共管理的主体，政府亟需寻求一个更为有效，更为先进的新型信息传播平台。 自2006年上线以来，微博便凭借其即时性、便捷性、互动性和裂变式传播的特点，迅速成为人们的主流信息平台，其影响力更是渗透到人们日常生活的方方面面。微博的兴起，让政府公共管理和公共服务职能的改革创新看到了新的曙光，，各级政务机构纷纷开通政务微博，利用政务微博开展政务信息公开、民众参政议政、政府形象宣传等活动，政务微博作为政府公共管理和公共服务新型平台受到了各级政府和广大人民的支持和认可。随着政务微博运用手段的不断成熟和不断深入，政府越来越关注突发事件中政务微博的信息传播功能。与传统政府危机传播平台相比，政务微博拥有强大的信息传播能力、舆情监测能力和舆论引导能力，并逐渐成为政府在危机环境下信息传播的重要渠道,因此，对突发事件中政务微博的信息传播研究显得尤为重要。本文将从当前政务微博发展现状和发展趋势出发，回顾政府危机传播发展历程中的经验得失，并结合突发事件中政务微博信息传播现状，总结当前政务微博信息传播的不足之处，在此基础上，借鉴整合营销传播理论、危机生命周期理论和危机信息需求理论来阐述突发事件中政务微博信息传播的传播要素、传播原则、传播结构以及传播流程，以此来构建突发事件中政务微博信息传播机制。
[Abstract]:Under the dual background of "risk society" and "media society", on the one hand, the frequency, the scope and the degree of harm of all kinds of unexpected events are far higher than that of any previous period; on the other hand, The new media, represented by Weibo, have strengthened citizens' sense of social responsibility, given people more right to speak, and made everyone possible to become a channel of information dissemination for emergencies. The government's ability to control crisis information has been greatly weakened. The traditional means of government crisis communication have been unable to face this complicated and changeable situation. The frequent outbreak of emergencies not only directly threatens social harmony and stability and the safety of people's life and property, but also seriously hinders the process of social transformation and national modernization in China, as the main body of social public administration. The government urgently needs to seek a more effective, more advanced new information dissemination platform. Since its launch in 2006, Weibo has become the mainstream information platform with its characteristics of immediacy, convenience, interactivity and fission, and its influence has penetrated into every aspect of people's daily life. With the rise of Weibo, the reform and innovation of government public management and public service functions have seen a new dawn. Government agencies at all levels have opened government Weibo, used government Weibo to open government information, and the public participated in the discussion of government affairs. Government Weibo, as a new platform of government public management and public service, has been supported and recognized by all levels of government and the masses of people. With the development of government Weibo, the government pays more and more attention to the information dissemination function of government affairs Weibo. Compared with the traditional government crisis communication platform, the government affairs Weibo has strong ability of information dissemination, public opinion monitoring and public opinion guidance, and gradually becomes an important channel for the government to spread information under the crisis environment. It is particularly important to study the information dissemination of government affairs Weibo in emergencies. This paper will review the experience gained and lost in the course of the development of government crisis communication from the current development status and trend of government affairs Weibo, and combine with the current situation of government affairs Weibo information dissemination in unexpected events. On the basis of summarizing the shortcomings of the current government Weibo information dissemination, this paper uses the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory to expound the communication elements of the government affairs Weibo information communication in the unexpected event, which is based on the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory. The communication principle, communication structure and communication process are used to construct the mechanism of government Weibo information dissemination in unexpected events.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D63;D63
[Abstract]:Under the dual background of "risk society" and "media society", on the one hand, the frequency, the scope and the degree of harm of all kinds of unexpected events are far higher than that of any previous period; on the other hand, The new media, represented by Weibo, have strengthened citizens' sense of social responsibility, given people more right to speak, and made everyone possible to become a channel of information dissemination for emergencies. The government's ability to control crisis information has been greatly weakened. The traditional means of government crisis communication have been unable to face this complicated and changeable situation. The frequent outbreak of emergencies not only directly threatens social harmony and stability and the safety of people's life and property, but also seriously hinders the process of social transformation and national modernization in China, as the main body of social public administration. The government urgently needs to seek a more effective, more advanced new information dissemination platform. Since its launch in 2006, Weibo has become the mainstream information platform with its characteristics of immediacy, convenience, interactivity and fission, and its influence has penetrated into every aspect of people's daily life. With the rise of Weibo, the reform and innovation of government public management and public service functions have seen a new dawn. Government agencies at all levels have opened government Weibo, used government Weibo to open government information, and the public participated in the discussion of government affairs. Government Weibo, as a new platform of government public management and public service, has been supported and recognized by all levels of government and the masses of people. With the development of government Weibo, the government pays more and more attention to the information dissemination function of government affairs Weibo. Compared with the traditional government crisis communication platform, the government affairs Weibo has strong ability of information dissemination, public opinion monitoring and public opinion guidance, and gradually becomes an important channel for the government to spread information under the crisis environment. It is particularly important to study the information dissemination of government affairs Weibo in emergencies. This paper will review the experience gained and lost in the course of the development of government crisis communication from the current development status and trend of government affairs Weibo, and combine with the current situation of government affairs Weibo information dissemination in unexpected events. On the basis of summarizing the shortcomings of the current government Weibo information dissemination, this paper uses the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory to expound the communication elements of the government affairs Weibo information communication in the unexpected event, which is based on the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory. The communication principle, communication structure and communication process are used to construct the mechanism of government Weibo information dissemination in unexpected events.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D63;D63
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