外交小灵通传播特点及发展策略研究

发布时间：2018-10-04 21:26

【摘要】：新媒体技术不断发展,传播的方式也发生相应改变。以往的传统媒介在新媒体的影响下已经丧失了一统江湖的地位,逐步将言论场让步给新媒体。微博的出现使人们可以实时了解事态发展,每个人都可以成为一个自媒体。在微博搭建的公共领域中,广大网民可以畅所欲言,随时随地发布自己的观点。这对政府的执政提出了挑战,但也带来了机遇。随着微博在人们的生活中占着越来越重要的角色,一些政府机构和官员开始试水微博,2011年成为了中国政务微博元年。“外交小灵通”于2011年4月应运而生,它是由外交部主办的政府微博,是我国第一家部委开设的官微。“外交小灵通”的开通出乎意料的受到粉丝的追捧,究竟是何原因造成外交微博备受瞩目?这一问题引起笔者的关注。全文共分五个部分。第一部分为绪论,主要就本文的选题背景、选题的研究意义进行研究,分析“外交小灵通”的开通背景,并对本文将使用的理论进行介绍,笔者将从5W理论出发,对“外交小灵通”的传播者、传播内容、传播技巧、传播效果及受众特点的等传播要素进行分析研究。从公共领域理论着手,分析其在民主参与、互动性强等方面的突出特点。第二部分主要介绍微博的传播特征。微博作为新媒体平台,其快速发展离不开其传播特点,主要从裂变式传播方式、多级传播模式、传播的及时性、交互性等特点进行分析。第三部分为对外交小灵通的传播特点分析。本部分为全文重点之一。运用5W理论,从传播者、传播内容、传播技巧、传播效果、受众5方面对其进行分析,找出“外交小灵通”在运行过程中的传播特点。并与“平安北京”的运营状况进行对比。第四部分为外交小灵通的发展策略。是本文重点。通过对外交小灵通的分析研究,发现其在发展过程中的问题,提出策略建议。主要从以科学管理提高其知名度、以积极态度拓展功能业务,提升外务微博公共服务能力、以高效报道提升突发事件处理能力、重视舆情引导工作,优化微博信息环境、加快从资讯平台到观点平台的转型及推进外务微博的国际化等方面入手对存在的问题提出解决建议。第五部分为全文结论。通过对外交小灵通传播特点的研究及对发展策略的分析得出,外交的传播发展绝不可以固步自封,应紧紧跟随技术的发展,全方位研究适应于自身的传播方式,扩大自身的传播优势。
[Abstract]:With the development of new media technology, the mode of communication has changed accordingly. Under the influence of the new media, the traditional media have lost the status of unification and gradually give way to the new media. Weibo's emergence allows people to understand developments in real time, everyone can become a self-media. In the public sphere built by Weibo, the vast number of Internet users can freely express their views at any time, anywhere. This poses a challenge to the administration of the government, but also brings opportunities. With Weibo playing a more and more important role in people's lives, some government agencies and officials began to test the water for Weibo, and 2011 became the first year of Chinese government affairs Weibo. Diplomatic PHS came into being in April 2011. It is Weibo, the government sponsored by the Ministry of Foreign Affairs. The opening of "diplomatic PHS" was unexpectedly sought after by fans, what is the reason why diplomatic Weibo is attracting much attention? This problem attracts the attention of the author. The full text is divided into five parts. The first part is the introduction, which mainly studies the background of the topic, the significance of the research, analyzes the opening background of diplomatic PHS, and introduces the theory to be used in this paper. The author will proceed from the 5W theory. This paper analyzes and studies the communication elements of diplomatic PHS, such as the communicator, the communication content, the communication skills, the communication effect and the characteristics of the audience. Based on the theory of public domain, this paper analyzes its prominent characteristics in democratic participation and strong interaction. The second part mainly introduces Weibo's communication characteristics. Weibo, as a new media platform, its rapid development can not be separated from its communication characteristics, mainly from the fission mode of communication, multi-level communication mode, the timeliness of communication, interactive and other characteristics. The third part analyzes the communication characteristics of diplomatic PHS. This part is divided into one of the main points of the full text. By using 5W theory, this paper analyzes the communication characteristics of "diplomatic PHS" in the process of operation from five aspects: communicator, communication content, communication skills, communication effect and audience. And with the "Ping an Beijing" operation conditions are compared. The fourth part is the development strategy of diplomatic PHS. Is the focus of this article. Through the analysis and study of diplomatic PHS, the problems in the process of development are found and some suggestions are put forward. Mainly from raising its popularity with scientific management, expanding its functional business with a positive attitude, enhancing the public service capability of Weibo, improving its ability to deal with emergencies with high efficiency, paying attention to the guiding work of public opinion, and optimizing the information environment of Weibo, To speed up the transition from information platform to viewpoint platform and to promote the internationalization of foreign affairs Weibo. The fifth part is the conclusion of the paper. Through the study of the communication characteristics of diplomatic PHS and the analysis of the development strategy, it is concluded that the communication and development of diplomacy should not be fixed on itself, but should be closely followed by the development of technology, and the all-round study should be adapted to its own mode of communication. Expand its own communication advantage.
【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】：D80;G206

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