社群的演进：政务新媒体进化的基本逻辑

发布时间：2018-03-08 13:36

本文选题：政务新媒体　切入点：社群　出处：《内蒙古师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：社会化媒体的本质是人,政务新媒体作为社会化媒体中的一员,它的演化也是一个从“个体”、“群体”到“人人”的社群进化过程。从这个角度上看,政务新媒体发展经历的阶段及其主要特征是:初期与技术相连形成基于平台建设的“内容网络”;中期是在平台上形成相互联系的“关系网络”;后期个体连接形成“服务网络”。在社会化媒体发展进程中,中国政务新媒体的核心竞争力是将形成社群组织的质变。总之,政务新媒体的发展是社群演进导致的媒介进化过程。在运营阶段,大致要经历平台打造、社群连接及网络发言人善治的过程。运营政务新媒体,紧跟不断更新的媒介技术产品是一个战术问题,而抓住使用媒介产品的人则是个长远发展的战略问题。不管媒介产品如何迭代,抓住使用媒介产品的人是关键,建立“小而美”的社群,促进社群之间人与人之间自由连接将成为未来政务新媒体良性发展趋势。为了得出这个结论,本文立足媒介生态学派的相关理论,通过一些代表性案例探究政务新媒体技术工具演进给人们生活带来的影响,突出展现政务新媒体在社会化媒体环境中社群打造的先天优势及在传播过程中呈现的进化现象。文章首先简要阐述了政务新媒体的发展现状及运营趋势,以及政务新媒体进化与社群演进现象的关系,并对政务新媒体社群建设提供策略和方案,最后指出了社群组织在政务新媒体构建中存在的局限性。
[Abstract]:The essence of social media is human. As a member of social media, new government media evolves into a social evolution process from "individual", "group" to "everyone". The development stage of new media in government affairs and its main characteristics are as follows: the initial stage is connected with technology to form a "content network" based on platform construction; the middle period is a "relationship network" formed on the platform; the later stage is the formation of individual connection. "Service networks". In the development of social media, The core competence of new media in Chinese government affairs is to form a qualitative change in social organization. In short, the development of new media in government affairs is a process of media evolution caused by social evolution. The process of good governance for community connectivity and network spokesmen. Running new media for government, keeping up with constantly updated media technology products is a tactical issue. Catching people who use media products is a long-term strategic issue. No matter how iterative media products are, catching people who use media products is the key to building "small and beautiful" communities. In order to reach this conclusion, this paper bases on the theory of Media Ecology School to promote the free connection between people among communities will become the benign development trend of the new media in the future. Through some representative cases to explore the impact of the evolution of new media technology tools on people's lives, The paper highlights the innate advantages of the new government media in the social media environment and the evolutionary phenomenon in the process of communication. Firstly, the article briefly describes the current situation and operation trend of the new government media. The relationship between the evolution of new media in government and the evolution of community is also discussed, and the strategies and schemes for the construction of new media in government are provided. Finally, the limitations of community organization in the construction of new media in government are pointed out.
【学位授予单位】：内蒙古师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63;G206

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