党的十八大以来我国政务微信的发展及传播力研究

发布时间：2018-06-17 16:10

本文选题：政务微信 + 传播力　；参考：《浙江传媒学院》2017年硕士论文

【摘要】：随着互联网的发展以及传播媒介的不断更替,传统媒体独占受众的格局,逐渐被一些新媒体和自媒体所打破。在传统媒体时代,政府机构没有自己的信息发布平台,只能通过报纸、广播和电视来传递其话语,传统媒体由此成为了政府话语的"二传手"。作为"二传手",传统媒体在传递政府话语时,难免会存在间接性和滞后性问题。而政务微信,则让政府有了自己的话语发布平台,并由此成为信息的"第一发布者"。除了传播时效之外,政务微信还具有信息发布的直接性和准确性的特点,政务微信由此又成为"权威发布者"。同时,微博微信技术也让政府机构有了自己面向百姓、服务群众、直接与民众进行交流和沟通的渠道。党的十八大以来,政府机构的职能,正在由传统的管理型政府向服务型政府转变,加强党和政府机构同群众之间的联系,密切党和政府机构同民众之间的关系,是党和政府机构重视并深入贯彻党的宗旨和群众路线与执政为民的切实体现。正是在这样的背景下,政务微信应运而生并得以长足发展。政务微信不仅有利于政府机构公开行政信息、转变政府职能服务民众,同时也可以通过话语传播和互联网政务,来树立党和政府机构的良好形象。本文尝试从十八大以来政府职能转变的顶层设计角度出发,结合传播学理论,对十八大以来我国政务微信发展状况、政务微信的传播力、影响政务微信传播力的因素、提升我国政务微信传播力的对策四个方面进行分析研究,期望能给未来政务微信的健康发展带来有益的启示与借鉴。
[Abstract]:With the development of the Internet and the continuous replacement of the media, the pattern of traditional media monopolizing the audience is gradually broken by some new media and self-media. In the era of traditional media, government agencies have no their own information publishing platform, they can only transmit their words through newspapers, radio and television, so traditional media have become the "second propagator" of government discourse. As a "second propagator", the traditional media inevitably has the problem of indirectness and lag when transmitting government discourse. And government WeChat, let the government have its own discourse publishing platform, and thus become the "first publisher of information." Besides the time of communication, government WeChat also has the characteristics of directness and accuracy of information release, which makes it a "authoritative publisher". At the same time, Weibo WeChat has also provided government agencies with their own channels of communication and communication. Since the 18th National Congress of the Party, the functions of government organs have been changing from a traditional management-oriented government to a service-oriented government, strengthening the ties between the party and government organs and the masses, and strengthening the relations between the party and the government organs and the public. It is the practical embodiment of the Party and government organizations to attach importance to and carry out the Party's aim, mass line and ruling for the people. It is in this context, government WeChat emerged and developed rapidly. Government WeChat can not only help the government to open administrative information and transform the functions of government to serve the public, but also set up a good image of the Party and government institutions through the communication of words and Internet government affairs. From the angle of top-level design of the transformation of government functions since the 18th National Congress of the Communist Party of China (CPC), and combining with the theory of communication, this paper attempts to analyze the development of government WeChat since the 18th CPC National Congress, the spreading power of WeChat, and the factors that affect the spreading power of WeChat. This paper analyzes and studies the countermeasures of improving the spreading power of government WeChat in order to bring beneficial enlightenment and reference to the healthy development of WeChat in the future.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D63

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