全媒体环境下政府形象传播研究
发布时间：2019-02-14 13:53
【摘要】：在全媒体环境下,政府形象传播已深刻地影响和改变着政府的决策理念、决策能力和政府行为,与政府的各项工作紧密联系在一起,是政府工作的不可或缺的重要元素,从这个意义上说,一级政府能否具有高效、灵活和与时俱进的形象传播能力已成为政府治理素质和能力的重要标志。研究和探索政府形象传播的特点、当前情形下政府形象传播的缺陷和不足,提出提升政府在形象塑造和传播中的思路和策略,具有直接的理论价值和现实意义。本文从全媒体的基本概念入手,运用对比、理论著述、实践技巧等方式,全方位地阐述我国政府形象传播的现状、问题和原因。同时,对西方发达国家形象传播的手段、方式和传播走向进行了客观分析。对全媒体环境下我国政府形象塑造和传播从思维方式、顶层设计和突发事件处置等方面,指出了政府形象传播的理念和应用策略。本文认为,在全媒体环境下要搞好我国政府形象传播,应采用适当的策略：即确实转变思维,充分认识全媒体对政府形象传播的地位和作用；优化顶层设计,建立健全政府形象传播防御战略体系；深入开发并利用新媒体的交互功能,提升政府形象传播的质量和效率；加强在公共危机事件的处置中传播政府形象；认真研究和借鉴西方国家政府形象传播的做法与成功经验等。这样,才能更有效地塑造与传播我国政府的良好形象。
[Abstract]:In the whole media environment, the government image communication has deeply influenced and changed the government's decision-making idea, the decision-making ability and the government's behavior, and is closely related with the government's work, which is an indispensable and important element of the government's work. In this sense, whether the government of the first level has the ability to spread the image efficiently, flexibly and with the times has become an important symbol of the quality and ability of government governance. It is of direct theoretical value and practical significance to study and explore the characteristics of government image communication, the defects and shortcomings of government image communication under the current situation, and to put forward some ideas and strategies to promote the government image creation and communication. Starting with the basic concept of the whole media, this paper, by means of contrast, theoretical writings and practical techniques, expounds the present situation, problems and causes of government image communication in all directions in our country. At the same time, the paper analyzes objectively the means, ways and trends of image communication in western developed countries. This paper points out the concept and application strategy of government image communication from the aspects of thinking mode, top level design and emergency disposal. This paper holds that in order to do a good job in the dissemination of government image in the whole media environment, we should adopt appropriate strategies: that is, to really change our thinking and fully understand the position and role of the whole media in the dissemination of government image; Optimize the top-level design, establish and improve the government image communication defense strategy system; deeply develop and utilize the interactive function of new media, enhance the quality and efficiency of government image communication, strengthen the communication of government image in the handling of public crisis events; To study and draw lessons from the practices and successful experiences of government image dissemination in western countries. In this way, we can more effectively shape and spread the good image of our government.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630;G206
本文编号：2422262
[Abstract]:In the whole media environment, the government image communication has deeply influenced and changed the government's decision-making idea, the decision-making ability and the government's behavior, and is closely related with the government's work, which is an indispensable and important element of the government's work. In this sense, whether the government of the first level has the ability to spread the image efficiently, flexibly and with the times has become an important symbol of the quality and ability of government governance. It is of direct theoretical value and practical significance to study and explore the characteristics of government image communication, the defects and shortcomings of government image communication under the current situation, and to put forward some ideas and strategies to promote the government image creation and communication. Starting with the basic concept of the whole media, this paper, by means of contrast, theoretical writings and practical techniques, expounds the present situation, problems and causes of government image communication in all directions in our country. At the same time, the paper analyzes objectively the means, ways and trends of image communication in western developed countries. This paper points out the concept and application strategy of government image communication from the aspects of thinking mode, top level design and emergency disposal. This paper holds that in order to do a good job in the dissemination of government image in the whole media environment, we should adopt appropriate strategies: that is, to really change our thinking and fully understand the position and role of the whole media in the dissemination of government image; Optimize the top-level design, establish and improve the government image communication defense strategy system; deeply develop and utilize the interactive function of new media, enhance the quality and efficiency of government image communication, strengthen the communication of government image in the handling of public crisis events; To study and draw lessons from the practices and successful experiences of government image dissemination in western countries. In this way, we can more effectively shape and spread the good image of our government.
【学位授予单位】：南京理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630;G206
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，本文编号：2422262
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