自媒体时代基层政府宣传工作研究

发布时间：2018-03-02 20:26

本文选题：自媒体　切入点：电子政务　出处：《南京大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着互联网技术进入WEB2.0时代,以微博、微信为代表的"自媒体"迅速普及,成为人们社会生活中最为常用的通讯工具和信息获取渠道,这一媒体环境的变化不仅对于新闻的生产、传播机制产生深刻的影响,更对人们生活方式、表达方式、人际关系乃至价值观念的重塑起到广泛的影响,因此,对于政府的社会治理也将产生重要的影响。基于此,近年来国内外关于政府在"自媒体"时代如何改进社会治理的研究已经广泛展开,但据作者观察,目前的研究仍主要关注于国家、省、地市这些层级,而对于幅员广阔、网民数量庞大的县乡社会,尚缺少专门的研究,而事实上,县乡社会的舆论环境和人际交往方式,与一、二线城市有着重要的差异,"自媒体"对县乡社会政府管理产生的影响,值得我们加以专门的关注。本文通过对"自媒体"时代新闻生产、传播机制的研究,分析其对县乡社会居民产生的实际影响,并在此基础上梳理基层政府宣传工作面临的新形势,总结基层政府在"自媒体"时代宣传工作中面临的实际困难,提出应通过加强团队整合、转变媒体观念、加强政务"自媒体"服务功能、注重与民间"自媒体"重要平台合作、关注"数字移民"群体等方式,实现基层政府"自媒体"时代宣传工作的全面提升。
[Abstract]:With the Internet technology entering the WEB2.0 era, "self-media", represented by Weibo and WeChat, has become the most commonly used communication tool and information acquisition channel in people's social life. This change in the media environment not only has a profound impact on the production and dissemination mechanism of news, but also has a broad impact on the way of life, expression, interpersonal relations and even the remodeling of values. Based on this, the research on how the government can improve social governance in the era of "self-media" has been widely carried out in recent years, but according to the author's observation, The current research is still mainly focused on the national, provincial, and prefectural levels. However, for the county and township society with a vast territory and a large number of Internet users, there is still a lack of special research. But in fact, the public opinion environment and interpersonal communication mode of the county and township society, There are important differences in second-tier cities. The influence of "self-media" on the management of county and township social government deserves our special attention. This paper studies the mechanism of news production and communication in the era of "self-media". On the basis of analyzing the actual influence on the county and township social residents, the paper analyzes the new situation that the grass-roots government is facing in the propaganda work, and summarizes the practical difficulties faced by the grass-roots government in the propaganda work in the era of "self-media". We should strengthen the team integration, change the media concept, strengthen the service function of government affairs "self-media", pay attention to the cooperation with the folk "self-media" important platform, and pay attention to the "digital immigration" group, etc. To achieve the grassroots government "self-media" era of propaganda work in an all-round upgrade.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630

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