基于政务微博的政府形象建构研究

发布时间：2019-02-18 13:39

【摘要】：在当前经济全球化、政治多极化的发展趋势下,各大主流城市和政府部门纷纷通过广泛参与全球经济、不断推动区域发展从而建构和推广自身的形象。在具体实践的过程中,政务微博作为党和政府重要的执政资源之一,因其对政府形象的广泛影响力和自身的互动性、即时性等传播特征,越来越被学界、业界所关注和重视。良好的政府形象既是政府赢得公众认可的重要保障,也是建立和建构城市名片的必要因素。然而在公众固有政府观念的影响下,政府形象分化为实态和虚态两个层面。公众受到首因效应和主观片面性的制约,在人际传播和大众传媒对政府行为的解读中形成了对政府虚态形象的认知和评判,这并不全是政府形象的客观实际反映。政务微博作为主体具备特殊性的社会化传播工具,兼有一般性微博的广泛传播力,借助新媒体传播渠道,在建构良好、透明、公信力政府形象方面具有不可忽视的作用。自从2011年被定义为“微博元年”开始,政务微博在经历了试水期、发展期后步入正常运营期。因其即时性、互动性、拟人化、个性化等特点受到社会各界的褒扬和认可,虽然在数量上占据绝对优势,但其影响力、公信力却由于部分官员对政务微博话题的重视程度不够、回应性不强、缺乏有效的运行管理机制等缺陷而没有达到预期效果,反而使公众产生抗拒、排斥心理,对政府形象的建构造成不良影响。本文旨在通过分析政务微博建构政府形象的模式、传播优势与实际效果,厘清政务微博建构政府形象所面临的困境与挑战,从建立健全微博运营机制、树立务实亲民的微博运营观等出发,在借鉴优秀政务微博经验的基础之上,走出一条建构织博为民、问政利民、取信于民政府形象的路子。
[Abstract]:Under the development trend of economic globalization and political multipolarization, the major cities and government departments continuously promote regional development through extensive participation in the global economy to construct and popularize their own image. In the process of concrete practice, political affairs Weibo, as one of the important ruling resources of the Party and the government, has been paid more and more attention to by the academic circles and the industry because of its extensive influence on the government image and its interactivity and instantaneity. A good government image is not only an important guarantee for the government to win public approval, but also a necessary factor for the establishment and construction of a city's business card. However, under the influence of the public's inherent concept of government, the image of government is divided into two levels: real and virtual. Restricted by the first cause effect and subjective one-sidedness, the public has formed the cognition and judgment of the government's fictitious image in the interpersonal communication and the mass media's interpretation of the government's behavior, which is not all the objective and practical reflection of the government's image. As a special socialized communication tool with special subject, government affairs Weibo, with the help of new media communication channels, plays an important role in constructing a good, transparent and credible government image. Since 2011 was defined as "Weibo first year", the government has experienced a trial period, development period after entering the normal operation period. Because of its immediacy, interactivity, personification, personalization and so on, it has been praised and recognized by all circles of the society. Although it occupies an absolute advantage in quantity, its influence and credibility are due to the insufficient attention paid by some officials to the topic of political affairs Weibo. The lack of responsiveness and the lack of effective operation and management mechanism do not achieve the desired effect, which makes the public resist and reject the public, and has a negative impact on the construction of the government image. The purpose of this paper is to analyze the mode of government image construction by Weibo, to spread advantages and practical effects, to clarify the difficulties and challenges facing the construction of government image by Weibo, and to establish and improve the operational mechanism of Weibo. On the basis of drawing lessons from the experience of the outstanding government, Weibo, we should set up a practical and pro-people view of Weibo's operation, and find out a way to construct a way of building up "weaving Bo" for the people, asking the government to benefit the people, and gaining the trust of the government image of the people.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63

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