信息、传播与影响:网络治理中的政府新媒体——结合大数据与小数据分析的探索

发布时间：2018-02-27 22:41

本文关键词： 信息传播网络治理政府新媒体大数据小数据　出处：《公共行政评论》2017年01期 　论文类型：期刊论文

【摘要】：作为政府在网络空间的代表,政府新媒体在网络治理中发挥着关键性作用。以政府新媒体为代表的线上政府兼具政府主体和新媒体之传播媒介的特征,在推动政府开放、提升政府回应性和引导网络舆论中发挥着积极作用。中国政府非常重视政府新媒体建设,论文结合大数据分析和小数据分析探讨网络治理中政府新媒体的角色,考察了其传播内容、传播功能和影响效应。政府新媒体传播的信息内容非常多元,价值观宣传最多且逐渐上升。便民服务是其核心传播功能,另有生活信息、政务公开和政绩宣示等功能。政府新媒体正日益发挥着广泛影响,受到16%的网民关注,并对网民的政治态度和行为产生深刻影响,激发着网民对公共事务的兴趣及参与行为。然而,影响效应的发挥同时受到经济社会环境、传播行为和网民特征的影响,因此,政府新媒体的未来发展应着力于扩大受众覆盖面、优化传播内容、提升信息质量等。
[Abstract]:As the representatives of the government in the network of new media, the government plays a key role in the network governance. The characteristics of the new media to the government as the representative of the government of both online media and new media, the government, in promoting open government, enhance government responsiveness and guide network public opinion play a positive role in the Chinese government. The government attaches great importance to the construction of the new media, based on data analysis of large data and analysis of small government network governance in the new media role, investigate the content of communication, communication function and influence effect. The government of new media information content is very diverse, most publicity and values gradually increased. Service is the core function of communication. Otherwise life information, public affairs and political declaration and other functions. The new media the government is playing more and more extensive influence, by 16% the concern of Internet users, and the users of the political attitude Have a profound impact and behavior, stimulate the interest of users of public affairs and the participation behavior. However, the effect of the play by both economic and social environment, influence, communication behavior and features users so that the future development of the new media the government should focus on expanding the coverage of the audience, to optimize the content of communication, enhance the quality of information.

【作者单位】：清华大学社会科学学院政治学系;北京大学政府管理学院;
【基金】：国家社科基金重大项目(16ZDA059) 国家社会科学基金青年项目(15CZZ036) 北京市自然科学基金青年项目(9154030) 北京市社会科学基金一般项目(16ZGB005)
【分类号】：D63

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