政务微博对政府形象构建研究

发布时间：2018-03-17 10:37

本文选题：政务微博　切入点：政府形象　出处：《安徽大学》2015年硕士论文　论文类型：学位论文

【摘要】：政府形象是政府软实力的一种,他不仅代表着公众对政府行为的认知与评价,更是政府公信力的一种体现。随着互联网的快速发展和新媒体时代的到来,特别是我国网民数量的急剧增长,政府形象传播的媒介生态环境已经开始发生巨大变化,如何在信息化的浪潮中把握网络舆情和网络民意成为政府形象塑造中不可忽略的问题。政务微博的出现,为进一步提高政府公信力,建立良性的政府与公众的沟通,快速应对舆情危机提供了一个绝佳的网络平台,在政府形象塑造过程中是不可缺少的通信传播工具。政务微博自产生到现在不到六年,已发展成为从部委到地方政府机构的主要宣传平台。但是在繁荣发展的背后,一系列的问题也出现在公众的面前。部分政府机构盲目跟风,匆匆设立政务微博却不去用心运营,致使政务微博成为政府的一个门面摆设,沦为“僵尸”微博。近几年,网络舆情事件发生频率有所增加,一些政务微博在面对舆情危机时常常束手无策或者言论不当造成二次危机产生。传播观念陈旧、管理机制缺失、风险应对能力弱等问题都在制约着政务微博的发展,损害着政府形象的塑造,这些问题如果得不到解决,那么政务微博对政府形象的塑造也就无法进行。本文以新媒体时代下,政务微博对政府形象的传播构建为视角,在相关材料研读分析的基础上得出了政府形象的定义、构成和传播渠道,以及微博和政府微博的相关概述。并结合目前我国政务微博发展的现状,给出政务微博对政府形象构建的建议。本文通过选取“南京发布”和“合肥发布”两家省会城市政务微博为研究对象,对两家政务微博的实证传播进行分析,介绍了两家的基本情况以及他们微博界面的视觉设计要素,并分别选取一定样本量对“南京发布”和“合肥发布”的内容和文本进行分析,比较两家政务微博在传播内容主题、传播时间、语言表达风格以及原创和互动情况等方面的差异。在分析“南京发布”和“合肥发布”的基础上总结我国目前政务微博构建政府形象所面临的困境及其产生的原因,并对政务微博如何更好塑造政府形象提出相关应用策略。
[Abstract]:Government image is a kind of soft power of government. It not only represents the public's cognition and evaluation of government behavior, but also reflects the credibility of government. With the rapid development of the Internet and the arrival of the new media era, In particular, with the rapid growth of the number of Internet users in China, the media ecological environment of government image communication has begun to undergo tremendous changes. How to grasp the network public opinion and the network public opinion in the information tide becomes a problem that can not be ignored in the shaping of the government image. The appearance of the government affairs Weibo, in order to further improve the government credibility, establish the benign communication between the government and the public. The rapid response to the crisis of public opinion provides an excellent network platform and is an indispensable means of communication and communication in the process of shaping the image of the government. Has developed into a major propaganda platform from ministries to local government agencies. But behind the prosperity and development, a series of problems also appear in front of the public. Some government agencies blindly follow the trend and hurriedly set up the government affairs Weibo, but they do not work with their heart. As a result, government affairs Weibo has become a facade of the government, reduced to "zombie" Weibo. In recent years, the frequency of network public opinion incidents has increased. In the face of a crisis of public opinion, some government officials Weibo often have no means to deal with the crisis or make improper remarks to create a second crisis. The problems of outdated communication ideas, lack of management mechanism, and weak ability to deal with risks are all restricting the development of the government affairs Weibo. If these problems can not be solved, then the government image can not be molded by government affairs Weibo. In the new media era, the article takes the communication and construction of government image as the perspective of the new media era. On the basis of reading and analyzing the relevant materials, this paper draws the definition, constitution and communication channel of the government image, as well as the relevant summary of Weibo and the government Weibo. In this paper, the author analyzes the positive communication of the two provincial capitals by selecting "Nanjing Publishing" and "Hefei Publishing" as the research objects. This paper introduces the basic situation of the two schools and the visual design elements of their Weibo interface, and analyzes the contents and texts of "Nanjing Publishing" and "Hefei Publishing" respectively by selecting a certain sample size, and compares the content themes of the two governments, Weibo, in the dissemination of content. The differences in communication time, language expression style, originality and interaction. Based on the analysis of "Nanjing Publishing" and "Hefei Publishing", this paper summarizes the difficulties faced by China's government affairs Weibo in constructing the government image and the reasons for it. And how to better shape the government image of government Weibo put forward the relevant application strategy.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63

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