突发事件中政务微媒体的舆情应对策略

发布时间：2018-06-16 23:47

本文选题：突发事件 + 政务微媒体　；参考：《南京师范大学》2015年硕士论文

【摘要】：政务微博、政务微信是近几年兴起的新鲜事物,也是社会关注的热点话题,以政务微博和政务微信为代表的政务微媒体经历了试水、成长到不断壮大成熟的发展过程,日渐成为推进政府信息公开、及时回应社会关切、官民互动交流的重要渠道。特别在突发事件中,政务微博、政务微信因其自身独特优势在及时传播官方声音、高效进行应急管理、有效化解矛盾误解、积极引导社会舆论等方面,发挥着越来越重要的作用。但同时,政务微博、政务微信在应对突发事件舆情中存在的问题也逐渐暴露出来。本文详细介绍了政务微媒体的发展历程、定义内容和功能特点,通过对上海踩踏事件、天津爆炸事件等突发事件中政务微博、政务微信舆情应对的大量案例进行梳理,并结合所学管理学、传播学的基础理论,分析研究当下突发事件中政务微媒体舆情应对的有效性和存在的问题。针对政务微媒体在突发事件舆情应对中所存在的滞后片面、互动不足、形式单一等问题,分析问题背后的原因,如官僚作风敷衍塞责、缺乏相关技巧经验、人力不足管理不善、缺乏应急机制保障等。在此基础处上,文章进而更深一步探索切实可行的舆情应对策略,提出真实准确快速原创抢占先机、积极主动互动沟通缓解恐慌、政务微博微信联动各擅胜场、加强人力投入提高人员素养、健全政务微媒体突发应急机制等五大舆情应对策略。期望以此提高政务微媒体应对和处理网络舆情的能力,充分发挥政务微媒体的价值,对建设服务型政府、构建和谐社会起到积极作用。
[Abstract]:The government affairs Weibo, the government affairs WeChat is the new thing which rises in recent years, also is the hot topic which the society pays close attention to. The government affairs micromedia, represented by the government affairs Weibo and the government affairs WeChat, has experienced the trial water, has grown to the unceasingly growing mature development process. Increasingly, it is becoming an important channel to promote government information disclosure, timely response to social concerns, and interaction between government and people. Especially in emergencies, government affairs Weibo, government affairs WeChat, because of its own unique advantages, in the timely dissemination of official voices, efficient emergency management, effectively resolve contradictions and misunderstandings, actively guide public opinion, and so on. Play a more and more important role. But at the same time, government affairs Weibo, government affairs WeChat in response to unexpected public opinion problems also gradually exposed. This paper introduces the development course of government affairs micromedia in detail, defines the content and function characteristics, combs a large number of cases of government affairs Weibo and government WeChat public opinion response in Shanghai stampede incident, Tianjin explosion incident and so on. Combined with the basic theory of management and communication, this paper analyzes the effectiveness and existing problems of government micro-media public opinion response in the current emergencies. In view of the problems of lag and one-sided, insufficient interaction, single form and so on, the reasons behind the problems, such as bureaucratic perfunctory, lack of relevant skills and experience, inadequate management of human resources, are analyzed. Lack of emergency mechanism and so on. On this basis, the article goes on to further explore practical and feasible public opinion response strategy, put forward that real, accurate, rapid and original preemption, active interactive communication to alleviate panic, government Weibo WeChat links each other, Strengthen manpower input to improve personnel literacy, improve government micromedia emergency response mechanism and other five public opinion response strategies. It is expected to improve the ability of government micro media to deal with network public opinion, give full play to the value of government micro media, and play a positive role in building a service-oriented government and building a harmonious society.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63;D63

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