沈阳市政务“双微”影响力研究

发布时间：2018-04-15 00:21

本文选题：沈阳市政务“双微” + 传播影响力　；参考：《辽宁大学》2017年硕士论文

【摘要】：近年来,我国政务微博、微信增长数量较快,各级政务部门纷纷开始打造“指尖政务”。在这种环境下,微博、微信在政务传播、网络问政、网络舆情应对等方面突显出越来越重要的价值,逐渐成为官民沟通的新桥梁,传播政府形象的新窗口。但这两个网络问政平台在不同地区的具体发展情况也有各自的特点和不足,就沈阳市而言,由于大部分政务“双微”运营模式与受众需求发生较大矛盾,导致沈阳市政务新媒体整体传播影响力水平一直不高。为此,沈阳日报集团邀请辽宁大学新闻与传播学院文然教授参与此次调查,旨在提升沈阳市政务新媒体的传播影响力,作为项目核心成员,我也有幸参与其中。本文主要针对沈阳市政务“双微”的实际发展情况,寻找受众与政务宣传需求之间的平衡,以实地调查为基础,通过对沈阳市政务“双微”调查数据分析,总结其运营过程中存在的问题及原因,提供一套合理有效且适合沈阳市政务“双微”的影响力方案。本文主要包括四个部分:第一部分为绪论,主要介绍了全文的研究背景、目标、方法、相关定义等;第二部分为前期内容分析,通过与全国、辽宁省及沈阳市政务“双微”的整体对比分析,初步了解沈阳市政务新媒体的整体状况并找出其运营中存在的问题及原因;第三部分为影响力调查方案实施及数据分析,通过对沈阳政务“双微”运营现状调查和核心受众的需求调查,为沈阳市政务新媒体影响力提升提供数据和理论支持;第四部分为沈阳市政务“双微”传播影响力提升的具体可操作方案,此部分从问题出发,以国内其他优秀政务“双微”为研究对象,利用沈阳市各级媒体现有资源,从内容、服务、互动三条路径出发,为沈阳政务“双微”提出具体可行的影响力提升方案。
[Abstract]:In recent years, China's government affairs Weibo, WeChat increased rapidly, government departments at all levels began to create "fingertip government."In this kind of environment, Weibo, WeChat in the government affairs communication, the network asks the political affairs, the network public opinion response and so on aspect highlights more and more important value, gradually becomes the official people's communication new bridge, the dissemination government image new window.However, the specific development of these two platforms in different regions also has their own characteristics and shortcomings. As far as Shenyang is concerned, because most of the "double micro" operation mode of government affairs is in conflict with the needs of the audience,As a result, Shenyang government new media as a whole dissemination of influence level has not been high.To this end, Shenyang Daily Group invited Professor Wen ran, School of Journalism and Communication, Liaoning University, to participate in the survey, with the aim of enhancing the communication influence of new media in Shenyang government affairs. As a core member of the project, I am also privileged to participate in the survey.This paper aims at the actual development of "double micro" of Shenyang government affairs, seeks the balance between audience and government affairs propaganda demand, based on field investigation, analyzes the data of Shenyang government affairs "double micro" survey.This paper summarizes the problems and reasons in its operation, and provides a set of reasonable and effective influence scheme suitable for Shenyang government affairs.This article mainly includes four parts: the first part is the introduction, mainly introduces the research background, the goal, the method, the correlation definition and so on; the second part is the Prophase content analysis, through with the whole country,Through the comparative analysis of the "double micro" government affairs in Liaoning Province and Shenyang City, the author preliminarily understands the overall situation of the new government affairs media in Shenyang and finds out the problems and reasons in their operation. The third part is the implementation of the influence investigation scheme and the analysis of the data.Through the investigation of Shenyang government "double micro" operation status and the core audience's demand investigation, it provides the data and theory support for the Shenyang government new media influence enhancement;The fourth part is the concrete operational scheme of Shenyang government "double micro" communication influence promotion, this part starts from the problem, takes other outstanding government affairs "double micro" as the research object, utilizes Shenyang all levels media existing resources, from the content,Service, interaction, three paths, for Shenyang government "double micro" specific and feasible impact promotion program.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D63

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