基于传播视角的不同类型政务微博传播效果影响因素研究

发布时间：2018-07-08 18:49

本文选题：政务微博 + “5W”模型　；参考：《北京邮电大学》2015年硕士论文

【摘要】：本文针对政务微博传播效果不够理想的问题,对政务微博进行分类,分别对公职人员政务微博和机构政务微博进行传播效果的研究。本文以“5W”模型为框架,首先通过“感知-情感-行为”理论对政务微博的传播效果进行定义,其次借鉴劝服理论的以往实验研究确立可能对传播效果产生影响的因素,最终建立了不同发布主体的政务微博传播效果影响因素模型。该模型较为全面地展示了可能对政务微博传播效果产生影响的因素以及政务微博传播对受体产生影响的方式。随后本文通过问卷调查的方法获取数据并对数据进行回归分析,主要得到如下结论：1)受体认知对受体情感不会产生显著影响,而对受体行为而言,受体情感的影响作用要大于受体认知。2)信息源可信度对两种不同发布主体的政务微博的传播效果同样会产生显著正向影响。3)信息内容的公正性对于不同发布主体的政务微博同样会产生显著的负面影响。4)对于不同发布主体的政务微博,信息内容的情感倾向性、信息内容易读性、信息发布形式的多样性以及传播媒介的影响力产生作用的方式是不同的。最后,本文根据实证研究得到的结论,对政务微博的经营维护提出了一系列具有参考价值的管理建议,并且总结了本研究中尚且存在的不足以及未来研究的方向。
[Abstract]:Aiming at the problem that the communication effect of government Weibo is not ideal, this paper classifies the government affairs Weibo and studies the communication effect of the public official government affairs Weibo and the organization government affairs Weibo respectively. Based on the "5W" model, this paper defines the communication effect of Weibo through the theory of "perception, emotion and behavior", and then uses the previous experimental research of persuasion theory to establish the factors that may affect the communication effect. Finally, the influence factors model of government Weibo communication effect of different release subjects is established. The model comprehensively shows the factors that may affect the transmission effect of Weibo in government affairs and the ways in which the Weibo transmission of government affairs affects the receptor. Then the data were obtained by questionnaire and regression analysis. The main conclusions are as follows: 1) receptor cognition has no significant effect on receptor emotion, but it has no significant effect on receptor behavior. The effect of receptor emotion is greater than that of receptor cognition. 2) the credibility of information source will also have a significant positive effect on the communication effect of Weibo of two different publishing subjects.) the fairness of information content will also have a significant positive effect on different publishers. Also has a significant negative impact on government Weibo. 4) for government Weibo with different publishing agents, The emotional tendency of information content, the readability of information, the diversity of information release forms and the influence of media are different. Finally, according to the conclusions of the empirical study, this paper puts forward a series of management suggestions with reference value to the management and maintenance of Weibo, and summarizes the shortcomings of this study and the direction of future research.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206;D63

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