新形势下政府扁平化宣传机制研究
发布时间：2018-07-18 11:34
【摘要】：当前的政府宣传工作面临来自内外两方面的压力,有来自不同国家意识形态的挑战,更有来自宣传机制本身的不能适应时代发展的压力。传统的科层化宣传机制表现出宣传组织内部传播不畅,以及宣传组织对外传播效果不佳等方面,呈现的问题主要是舆论引导乏力等。同时,我国新媒体技术迅猛发展,现代的新媒体呈现出传播主体平民化、传播渠道多样化、传播内容多元化、受众的圈群化、传播速度即时化等发展特征,这给宣传机制带来了巨大的挑战和机遇。正是基于这样的形势下一条集理念、手段、基层工作为一体的改革路径扁平化的宣传机制产生。扁平化宣传机制以强大的新媒体作为技术支撑,形成一个高效的扁平化运作网络,它要求对宣传组织中间结构层的精简,以提高各层人员的参与度。本文立足于在新媒体时代背景下,随着公众舆论表达参与意识的增强,对现代科层制宣传结构问题的思考。运用案例分析和深度访谈等研究方法,结合目前宣传工作的突发事件的舆论应急处置、新闻发布、政务微博三个方面的个案分析找到目前科层制宣传机制运行中的问题以及扁平化宣传机制的解决之道。通过对历史的分析比照发现扁平化宣传机制有着良好的历史经验和现实基础。就目前的扁平化宣传机制来说,在“大宣传”理念下进一步加强宣传组织的部门联动;在引导力方面培养和提高基层意见领袖的参与度;在新闻发布和政务微博中提高公众话语的运用度。在面对新媒体时宣传部门只有沉下身子、放下架子,积极主动参与到舆论场中,才是宣传机制创新的关键。
[Abstract]:The current government propaganda work is faced with pressure from both internal and external, from different countries' ideological challenges, but also from the propaganda mechanism itself can not adapt to the development of the times. The traditional stratified propaganda mechanism shows that the internal communication of propaganda organizations is not smooth, and the effect of propaganda organizations is not good. The main problems are the weakness of public opinion guidance and so on. At the same time, with the rapid development of new media technology in our country, modern new media show the characteristics of mass communication, diversification of communication channels, diversification of communication content, group of audiences, instant speed of communication, etc. This brings huge challenge and opportunity to propaganda mechanism. It is based on this situation that a flat propaganda mechanism of reform path which integrates ideas, means and grass-roots work. The flattening propaganda mechanism takes the powerful new media as the technical support to form an efficient flattening operation network. It requires the streamlining of the middle structure layer of the propaganda organization in order to enhance the participation of all levels of personnel. This article is based on the background of the new media era, with the enhancement of the public opinion expression participation consciousness, thinking about the structure of modern branch system propaganda. Using research methods such as case analysis and in-depth interviews, combining with the emergency response of public opinion in the current publicity work, the press release, The case analysis of three aspects of government affairs Weibo finds out the problems in the operation of the branch system propaganda mechanism and the solution of the flat propaganda mechanism. Through the analysis of history, it is found that flattening propaganda mechanism has good historical experience and realistic foundation. As far as the current flat propaganda mechanism is concerned, we should further strengthen the departmental linkage of propaganda organizations under the concept of "great propaganda", foster and enhance the participation of grass-roots opinion leaders in guiding power; Improve the use of public discourse in news releases and government Weibo. In the face of new media, the propaganda department has to sink down, put down its airs and actively participate in the public opinion field, which is the key to the innovation of propaganda mechanism.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630
[Abstract]:The current government propaganda work is faced with pressure from both internal and external, from different countries' ideological challenges, but also from the propaganda mechanism itself can not adapt to the development of the times. The traditional stratified propaganda mechanism shows that the internal communication of propaganda organizations is not smooth, and the effect of propaganda organizations is not good. The main problems are the weakness of public opinion guidance and so on. At the same time, with the rapid development of new media technology in our country, modern new media show the characteristics of mass communication, diversification of communication channels, diversification of communication content, group of audiences, instant speed of communication, etc. This brings huge challenge and opportunity to propaganda mechanism. It is based on this situation that a flat propaganda mechanism of reform path which integrates ideas, means and grass-roots work. The flattening propaganda mechanism takes the powerful new media as the technical support to form an efficient flattening operation network. It requires the streamlining of the middle structure layer of the propaganda organization in order to enhance the participation of all levels of personnel. This article is based on the background of the new media era, with the enhancement of the public opinion expression participation consciousness, thinking about the structure of modern branch system propaganda. Using research methods such as case analysis and in-depth interviews, combining with the emergency response of public opinion in the current publicity work, the press release, The case analysis of three aspects of government affairs Weibo finds out the problems in the operation of the branch system propaganda mechanism and the solution of the flat propaganda mechanism. Through the analysis of history, it is found that flattening propaganda mechanism has good historical experience and realistic foundation. As far as the current flat propaganda mechanism is concerned, we should further strengthen the departmental linkage of propaganda organizations under the concept of "great propaganda", foster and enhance the participation of grass-roots opinion leaders in guiding power; Improve the use of public discourse in news releases and government Weibo. In the face of new media, the propaganda department has to sink down, put down its airs and actively participate in the public opinion field, which is the key to the innovation of propaganda mechanism.
【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630
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