政府形象网络传播策略研究

发布时间：2018-05-08 16:42

本文选题：政府形象 + 自主传播　；参考：《上海交通大学》2010年硕士论文

【摘要】： 本文通过对政府形象传播流程中的基本要素的分析,以及对当前政府形象网络传播的具体措施的探讨,尝试提出了具有针对性的对策。在媒介生态发生深刻变化,媒介融合已成趋势的背景下,构成政府形象的网络传播流程的各个要素也发生了变化。本研究将政府形象的网络传播形态与传统媒体下的传播形态进行对比,探讨在网络语境下,传统政府形象传播流程中各个要素的变化,以及这些变化带来的影响。在这些变化中,最显著的是受众拥有了自主评价政府形象的各种传播要素,受众可以在网络上根据自己的经历对政府形象进行评价,与传统时代相比较,受众自主建立了针对政府形象的传播流程,并通过网络社群推动流程的发展,而在这个的流程末端是各级政府,所以,政府形象的网络传播除了政府主导的政府形象宣传外,更应积极回应网络的质疑与诉求,维护政府形象。本研究还对浦东新区的政府形象网络传播策略进行了实证研究,在浦东新区的6个地点选取了231位受访者,调查结果表明,受众接触政府的渠道呈现多样化状态,使用网络越多的受众更倾向于使用网络渠道与政府沟通,受众关注政府的主要是民生等问题。尽管本研究探讨了网络环境下政府形象的传播策略,并尝试从传者的媒介意识、渠道构建、内容选择、网络新闻发言人、舆情监测、介入时机等方面提出具体策略,但本研究认为,无论是在现实中还是在网络上,政府行为是第一位的,即“说的好不如做的好”。政府形象的传播已经摆脱了原有模式,在网络环境中,受众拥有自主搜寻信息、彼此协助、共同分享的平台与渠道,受众可以将政府传播的内容与现实情况相互印证,受众也可以通过彼此交流的方式评价政府形象,在这种情况下,政府形象的网络传播更需秉持真实、公正等原则,不可高估政府的能力,更不可低估受众的能力,在网络传播过程中,应以受众为本,着力于通过形象的测量改进实际的工作。
[Abstract]:Based on the analysis of the basic elements in the process of government image communication and the discussion of the concrete measures of the current government image network communication, this paper tries to put forward some targeted countermeasures. Under the background of the profound changes of media ecology and the trend of media convergence, the elements of the network communication process that constitute the government image have also changed. This study compares the network communication pattern of the government image with that under the traditional media, and probes into the changes of the elements in the communication process of the traditional government image under the network context, and the influence of these changes. Among these changes, the most significant is that the audience has a variety of communication elements to independently evaluate the image of the government, and the audience can evaluate the image of the government according to their own experience on the Internet, compared with the traditional times. The audience independently establishes the communication process for the government image, and promotes the process development through the network community, and at the end of the process is the government at all levels, so, the network dissemination of the government image besides the government-led government image propaganda, Should respond to the query and appeal of network actively, safeguard government image. This study also makes an empirical study on the network communication strategy of the government image in Pudong New area. 231 interviewees were selected from 6 locations in Pudong New area. The results show that the channels of audience access to the government are diversified. The more people use the network, the more they tend to use the network channel to communicate with the government. Although this study discusses the communication strategy of the government image under the network environment, and attempts to put forward specific strategies from the media consciousness, channel construction, content selection, network news spokesman, public opinion monitoring, timing of intervention, etc. However, this study holds that, in reality and on the Internet, government behavior is the first, that is, "better said than done." The communication of the government image has already got rid of the original mode, in the network environment, the audience has the independent search information, the mutual assistance, the common sharing platform and the channel, the audience can confirm the government dissemination content and the reality situation mutually. Audiences can also evaluate the image of the government through mutual communication. In this case, the network dissemination of the image of the government needs to uphold the principles of truth and fairness, and the ability of the government should not be overestimated, let alone the ability of the audience to be underestimated. In the process of network communication, we should focus on audience-oriented and improve the actual work through image measurement.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206;D035

【参考文献】