议题建构下政务微博的品牌策略分析——以“太原消防”为例

发布时间：2018-03-26 01:41

本文选题：议题结构　切入点：政务微博　出处：《传媒》2017年09期

【摘要】：政务微博根据社交媒体的特性搭建起政府与群众之间沟通的桥梁,就政务管理问题形成与群众互动良好的信息通路。在"互联网+环境"下,政府愈加重视政务微博发布信息的有效性与影响力,以满足政府部门与群众之间的双重需求。运用营销学中的品牌视角审视政务微博,可探究其如何达成良好的传播目的与口碑。本文在对太原市公安局消防支队开设的"太原消防"作为研究样本的分析中,运用内容分析法,对其微博的议题构成、叙事方式、主体元素展开论述,并基于此探寻政务微博的品牌运营策略。
[Abstract]:According to the characteristics of social media, government affairs Weibo has built a bridge between the government and the masses, and has formed a good information channel to interact with the masses on the issue of government administration. The government pays more and more attention to the effectiveness and influence of the information released by Weibo in order to meet the dual needs between the government and the masses. In the analysis of Taiyuan Fire Protection set up by the Fire Detachment of Taiyuan Public Security Bureau as a research sample, the content analysis method is used to analyze the topic composition and narrative mode of Weibo. The main elements are discussed, and based on this to explore the brand operation strategy of government affairs Weibo.
【作者单位】：山西大学商务学院;
【分类号】：D63

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