基于传播能力视角下的政府传播内容生产模式研究
发布时间：2018-11-23 08:06
【摘要】：当今世界,政府传播活动的影子无处不在。传播作为一种重要的推动力,驱动着政府的发展。而在其背后,传播能力是一个国家文化软实力的象征。党的十八大提出,要构建和发展现代传播体系,提高传播能力,第一次将提高党和政府的传播能力提到了前所未有的高度。政府传播能力受到如此的重视,是因为它既塑造着国家形象,又体现着国家的实力,而往深层剖析,我们发现内容生产其实是提高传播能力的重要路径。首先,在第一章中,系统地对政府传播内容生产模式的内涵、构成要素、基本关系、类型和历史变迁进行呈现,认为政府传播内容生产模式是政府信息有效生产传播的标准样式,并根据社会的信息开放程度不同,将政府传播内容生产模式分为“封闭模式”、“窗口模式”、“开放模式”；第二章是从“政府传播内容生产模式”出发,针对当下中国面临的全球化、媒介社会化及社会转型期的种种变迁与挑战,对其具体表现作出较为系统地呈现与分析,并指出目前遭遇到的问题：政府人员媒介素养缺失,内容生产相关机制和规定不完善,只做生产、缺乏运营：第三章主要是针对上一章出现的问题,提出这样几个优化路径：树立公众客户的理念和认知,为信息生产撑起“保护伞”,全方位营销策略：内容+运营,并且提出了内容生产模式的新构想——“创新开放型”政府传播内容生产模式。
[Abstract]:In today's world, the shadow of government communication is everywhere. As an important driving force, communication drives the development of government. Behind it, the ability to spread is a symbol of a country's cultural soft power. The 18th National Congress of the Communist Party of China (CPC) proposed that the construction and development of a modern communication system and the improvement of its communication capacity had for the first time raised the communication ability of the Party and the government to an unprecedented height. The communication ability of the government is paid so much attention because it not only shapes the national image but also reflects the national strength. In the deep analysis we find that the content production is actually an important way to improve the communication ability. First of all, in the first chapter, we systematically present the connotation, elements, basic relations, types and historical changes of the production mode of government communication content. It is considered that the production mode of government communication content is the standard mode of effective production and dissemination of government information, and according to the different degree of information openness in society, the production mode of government communication content is divided into "closed mode" and "window mode". "Open mode"; The second chapter is from "the government dissemination content production pattern", in view of the current China faces the globalization, the media socialization and the social transformation each kind of change and the challenge, makes the more systematic presentation and the analysis to its concrete performance. And pointed out the problems encountered at present: lack of media literacy of government personnel, imperfect mechanism and regulations of content production, only production, lack of operation. Chapter three is mainly aimed at the problems in the previous chapter. This paper puts forward several optimized ways: to establish the concept and cognition of public customers, to support the "umbrella" for information production, and to put forward a comprehensive marketing strategy: content operation, And put forward a new concept of content production mode-"innovative open" government communication content production model.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
本文编号：2350874
[Abstract]:In today's world, the shadow of government communication is everywhere. As an important driving force, communication drives the development of government. Behind it, the ability to spread is a symbol of a country's cultural soft power. The 18th National Congress of the Communist Party of China (CPC) proposed that the construction and development of a modern communication system and the improvement of its communication capacity had for the first time raised the communication ability of the Party and the government to an unprecedented height. The communication ability of the government is paid so much attention because it not only shapes the national image but also reflects the national strength. In the deep analysis we find that the content production is actually an important way to improve the communication ability. First of all, in the first chapter, we systematically present the connotation, elements, basic relations, types and historical changes of the production mode of government communication content. It is considered that the production mode of government communication content is the standard mode of effective production and dissemination of government information, and according to the different degree of information openness in society, the production mode of government communication content is divided into "closed mode" and "window mode". "Open mode"; The second chapter is from "the government dissemination content production pattern", in view of the current China faces the globalization, the media socialization and the social transformation each kind of change and the challenge, makes the more systematic presentation and the analysis to its concrete performance. And pointed out the problems encountered at present: lack of media literacy of government personnel, imperfect mechanism and regulations of content production, only production, lack of operation. Chapter three is mainly aimed at the problems in the previous chapter. This paper puts forward several optimized ways: to establish the concept and cognition of public customers, to support the "umbrella" for information production, and to put forward a comprehensive marketing strategy: content operation, And put forward a new concept of content production mode-"innovative open" government communication content production model.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206
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