“微时代”广州市基层政府公共舆论引导研究

发布时间：2018-04-30 11:09

本文选题：微时代 + 政府公共关系　；参考：《华南理工大学》2015年硕士论文

【摘要】：2010年微博元年的出现标志着“微时代”的到来,信息传播方式的深刻变革在解构传统话语格局的同时,又为公众利益多元表达提供广阔的平台,给政府公共关系带来了新的机遇和挑战。“微时代”舆论传播呈现出内容碎片化、速度实时化、主体大众化、立场逆反性、过程交互性、维度关系化等特点,赋予了政府公共舆论引导更多新的内容与意义。政府只有在公共舆论引导方式上适时调整、及时创新,方能适应“微时代”的政府公共关系需要。作为改革开放先行地的基层政府,广州市基层政府在“微时代”公共舆论引导中采取了一定的措施并取得相应的成效,其中不乏社会关注度高的典型案例,也从中得到了有益的经验借鉴。然而,必须客观地看到,“微时代”广州市基层政府在公共舆论引导过程中遇到了网络传播功能彰显、媒体市场化趋势、新闻采访、公众利益诉求多元化与非理性表达、新闻发言人岗位风险等挑战,也产生了缺乏主体引导意识、公关组织机构单薄、公关组织机制滞后、人员公关素质不高、执行力不足引发危机、媒介运用手段单一、公众主体地位不高等亟待解决的现实问题。如果不妥善解决,将影响政府的公信力,制约政府公共关系的发展。本文运用文献研究、实证研究、案例分析、定性和定量分析等方法,以政府公共关系研究视角对“微时代”与公共舆论引导进行理论分析,结合实际情况,对“微时代”广州市基层政府公共舆论引导进行实践分析,总结归纳措施与成效,分析典型案例借鉴有益经验,深入剖析“微时代”广州市基层政府公共舆论引导所面临的挑战与问题,立足广州市基层政府的具体实际,从政府公共关系的主体、载体、客体三个层面进行考量,依次提出了加强自身建设提升公共舆论引导软实力、发挥媒体优势增强公共舆论引导灵敏度、尊重公众主体促进公共舆论引导科学化等对策建议,并将公共舆论引导方法融入其中。本研究将为“微时代”基层政府公共舆论引导工作提供新的研究视角与范本,为国内各地基层政府公共舆论引导工作提供理论借鉴,为改善基层政府与公众之间的关系,提高公众对基层政府的满意度具有参考价值。
[Abstract]:The appearance of Weibo in 2010 marks the arrival of the "micro-era". The profound changes in the mode of information dissemination not only deconstruct the traditional discourse pattern, but also provide a broad platform for the pluralistic expression of public interests. It brings new opportunities and challenges to the government's public relations. The dissemination of public opinion in the "micro-era" shows the characteristics of fragmentation, real-time speed, popularization of the subject, reflexivity of the stand, interactivity of the process, dimensionality, and so on, which endows the government with more new contents and meanings to guide the public opinion. Only when the government adjusts and innovates timely in the way of guiding public opinion, can it adapt to the need of government public relations in the "micro era". As the grass-roots government in the place of reform and opening up, the grass-roots government in Guangzhou has taken certain measures and achieved corresponding results in the guidance of public opinion in the "micro-era", among which there are some typical cases of high social concern. It also gets useful experience. However, it must be seen objectively that the grass-roots government of Guangzhou has met with the network communication function, the media marketization trend, the news interview, the public interest request diversification and the irrational expression in the process of guiding public opinion. The challenges, such as the risk of the press spokesman's post, have also resulted in the lack of subjective guiding consciousness, the weakness of the public relations organization, the lagging of the public relations organization mechanism, the low quality of the public relations of the personnel, the lack of executive ability, the crisis caused by the lack of execution, the single means of using the media The public main body status is not high and so on the reality question which urgently needs to be solved. If not properly resolved, will affect the credibility of the government, restricting the development of government public relations. This paper uses the methods of literature research, empirical research, case analysis, qualitative analysis and quantitative analysis to analyze the "micro-era" and the guidance of public opinion from the perspective of government public relations research, combining with the actual situation. This paper analyzes the practice of guiding public opinion of the grass-roots government in Guangzhou, summarizes the measures and results, and analyzes the useful experience of typical cases. This paper deeply analyzes the challenges and problems that Guangzhou grass-roots government faces in guiding public opinion in the "micro-era", based on the concrete reality of the grass-roots government in Guangzhou, considering the subject, carrier and object of the government's public relations. In turn, the paper puts forward some countermeasures and suggestions, such as strengthening the self-construction, enhancing the soft power of public opinion guidance, giving play to the advantages of the media and enhancing the sensitivity of public opinion guidance, respecting the public subject and promoting the scientific guidance of public opinion, and so on. And the public opinion guidance method into it. This study will provide a new research perspective and model for the "micro-era" grass-roots government public opinion guidance work, provide theoretical reference for the grass-roots government public opinion guidance work in various parts of the country, and improve the relationship between grass-roots government and the public. It is of reference value to improve the satisfaction of the public to the grass-roots government.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630

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