政府良好形象建设视角下的我国政务微博优化研究

发布时间：2018-04-27 09:35

本文选题：政务微博 + 新公共服务　；参考：《华侨大学》2015年硕士论文

【摘要】：随着公共行政领域中“民本”思想的回归,新公共服务理论对建立“服务型政府”的影响渐深,塑造良好的政府形象被提到日益重要的高度,政府必须重视与公众的对话沟通,建立具有良好回应力的公共服务机制,政务微博这一自媒体时代的产物,也就自然而然地成为了政府形象建设体系的重要途径。从2011年的政务微博元年到2012年的井喷、成熟,再到2013年后的趋于稳定、持续发酵,政务微博在处理公共关系、改变政府形象传统定位等方面发挥了巨大的作用,但与此同时也暴露出了两极分化、政民互动不足、运营体制僵硬、文本管理不当等发展沉疴,阻碍了政务微博的进一步发展,也给政府形象建设带来了一定的负面影响。本文以我国政务微博的具体表现为研究对象,主要思考和回答了国内政务微博以政府形象建设为目标的优化对策,着力探讨了政务微博对政府形象建设的作用、意义与实践方向。作为与民众平等对话、即时互动的传播平台,政务微博对政府在网络时代中直接获取公众反应,建设亲民、服务、公共的政府形象,发挥着越来越重要的作用:它既具有契合新公共服务理论范式的必要性,同时通过对照传播驱动模型,分析微博传播规律和传播特性,也体现出其在政府形象建设上具备独特的可行性。政务微博在税务与公安两个不同部门中的实践,以及对政府形象建设目标起到的不同作用,也论证了政务微博的优化问题已经成为现实中的迫切要求。通过梳理陷入瓶颈的政务微博存在的主要问题,总结成功的政务微博在传播效果上的优越技巧和合理化机制,笔者最终提出了当前我国政府以治理官微促进政府良好形象建设的六个现实对策,包括加强组织投入、找准政务微博定位、实施规范个性把关兼备的运营管理、建立“线上线下”相协调团队、提高政务微博管理技巧、建立绩效激励制度等。
[Abstract]:With the return of the "people-oriented" thought in the field of public administration, the influence of the new public service theory on the establishment of "service-oriented government" is deepening, and the creation of a good image of the government has been raised to an increasingly important height. The government must attach importance to the dialogue and communication with the public. With the establishment of public service mechanism with good response power, government affairs Weibo, the product of the media era, naturally becomes an important way to construct the government image system. From the first year of the 2011 government affairs Weibo to the 2012 blowout, mature, and then after 2013 tend to stabilize, continue to ferment, the government has played a huge role in handling public relations, changing the traditional positioning of the government image, and so on. But at the same time, it also exposed polarization, insufficient interaction between the government and the people, rigid operation system, improper text management, and so on, which hindered the further development of government affairs Weibo, and also brought some negative effects to the government image construction. This article takes the concrete performance of Chinese government affairs Weibo as the research object, mainly ponders and answers the optimization countermeasure of the government image construction, and probes into the function of the government administration Weibo to the government image construction. Meaning and practice. As a communication platform for dialogue with the public on an equal footing and instant interaction, the government affairs Weibo has a direct response to the public in the Internet age, building a government image of the government that is close to the people, serves the people, and serves the public. It plays a more and more important role: it not only fits the necessity of the new public service theory paradigm, but also analyzes Weibo's communication law and characteristics by contrasting the communication driving model. It also reflects its unique feasibility in the construction of government image. The practice of government affairs Weibo in two different departments of taxation and public security, as well as the different effects on the goal of government image construction, also proves that the optimization of the government affairs Weibo has become an urgent demand in reality. By combing the main problems existing in the bottleneck of government affairs Weibo, and summarizing the superior skills and rationalization mechanism of the successful government administration Weibo in the communication effect, Finally, the author puts forward six practical countermeasures to promote the government's good image construction by the government, including strengthening the organizational input, finding out the orientation of the government affairs Weibo, and implementing the operation management of regulating the personality of the government. Set up the coordination team between line and line, improve the management skill of government affairs Weibo, set up the performance incentive system and so on.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630;G206

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