论网络公共事件中政府传播的现状与策略优化

发布时间：2018-03-26 22:34

本文选题：网络公共事件　切入点：政府传播　出处：《湘潭大学》2015年硕士论文

【摘要】：伴随着信息技术的快速发展,尤其随着新媒体时代的到来,微博、微信等自媒体迅猛发展。由社会利益关系影响和各类社会问题积累所引发的公共事件在互联网上的发生频率日趋上升。面对这种新的形势,迫切需要我国政府认真面对和及时处理这一特殊危机类型的公共事件。因为如果一旦应对处理不当,将会阻碍政府治理能力现代化,有损政府形象,影响社会稳定。网络公共事件与政府传播各有其特点。网络公共事件具有突发性、不可预测性和极化性等特点;而政府传播则具有组织性、权威性、公共性和回应性等特点。网络公共事件的生成消亡都牵涉到政府、媒体、网民,三者缺一不可。政府是处置网络公共事件的主导者,媒体是网络危机信息的传播渠道,网民是网络危机信息传播者和网络公共事件监督者。互联网的飞速发展,既给政府传播既带来机遇,也带来新的挑战。当前,在网络公共事件中,政府的传播理念有所更新、传播机制逐渐完善、传播媒介不断增多、传播效率不断提高。但也存在着认识不足观念落后、机制缺乏反应滞后、经验应对人才匮乏、手段单一方法错位等问题。因此,政府应该多管齐下,优化网络公共事件的传播策略。首先应优化传播理念,实现由官本文到民本位,从刚性控制到柔性引导,从信息传播到价值传播,从单向传播到交互传播,从立体传播到实效传播的转变;同时,政府应完善传播机制,建立协同应对机制,健全检测预警机制,创新新闻发布机制,落实考核问责机制,强化教育培训机制;在具体操作实践中,政府应改进具体的传播策略,实现以我为主与第三方发声相结合,及时发布与准确发布相结合,正面信息与负面信息相结合,全面覆盖与精准传播相结合,诉诸事实与诉诸感情相结合,网上传播与网下行动相结合,从而有效提升政府应对网络公共事件的传播能力。
[Abstract]:With the rapid development of information technology, especially with the arrival of the new media era, Weibo, WeChat and other self-media have developed rapidly. The frequency of public events caused by the influence of social interests and accumulation of various social problems on the Internet is increasing day by day. In the face of this new situation, There is an urgent need for our government to seriously face and deal with this particular type of public event in a timely manner... Because if it is not handled properly, it will hinder the modernization of the government's governance capacity and damage the image of the government. Influence social stability. Network public events and government communication have their own characteristics. Network public events have the characteristics of sudden, unpredictability and polarization, while government communication is organized, authoritative, and so on. The emergence and extinction of network public events involve the government, the media, the Internet users, all of which are indispensable. The government is the leader in dealing with the network public events, and the media is the channel for the dissemination of information about the network crisis. Internet users are network crisis information disseminators and network public events supervisors. The rapid development of the Internet has brought both opportunities and new challenges to government communication. At present, in the network public events, the government's communication concept has been updated. The communication mechanism is gradually perfected, the media is increasing and the communication efficiency is improving. However, there are still some problems, such as the lack of understanding, the lack of response, the lack of experience and talents, the dislocation of single means and so on. First of all, the government should optimize the communication concept, realize from rigid control to flexible guidance, from information to value, from one-way to interactive communication. At the same time, the government should perfect the communication mechanism, establish the cooperative response mechanism, perfect the detection and early warning mechanism, innovate the news release mechanism, implement the examination and accountability mechanism, and strengthen the education and training mechanism. In the concrete operation practice, the government should improve the specific communication strategy, realize the combination of "we mainly" and "third party" voice, timely release and accurate release, positive information and negative information, comprehensive coverage and accurate communication. The combination of appeal to fact and appeal to emotion, online communication and offline action can effectively enhance the communication ability of government to deal with online public events.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63;G206

【相似文献】