地方政府网络公关模式比较研究

发布时间：2019-06-27 15:59

【摘要】：改革开放30多年来,我国政府的执政环境发生了翻天覆地的变化。社会主义各项事业取得了突飞猛进的发展,市场经济成为我国社会主义经济体系的重要组成部分,社会主义民主法制体系日益健全和完善,和谐社会建设成为未来一段时期内中国社会发展的重要目标。新的环境给我国政府的改革带来了巨大机遇,同时也带来了前所未有的挑战。面对新的环境,我国政府如何真正的把握时代脉搏,做好转型社会的引导,协调各种利益关系和社会矛盾,重新塑造服务型政府,构建和谐的公共关系,成为时代发展提出的重大历史课题。随着信息化社会的发展,我国作为世界上网民最多的国家之一,如何加强网络监管,把握网络舆论,利用网络这个虚拟化平台宣传党和政府的执政方针和政治理念,整合网络资源,消除不法言论和个别负面社会问题对政府形象和公信力带来的损毁,也是我国当代政府急需解决的现实问题。本文在前人研究的基础上,将政府网络公关作为研究课题,立足网络公关模式的视角,对现有的政府网络公关模式划分进行总结归纳,在此基础上提出新的划分标准,并对其进行理论和实证比较,最后对网络公关模式进行整合,提出良好政府网络公关模式应具备的基本特征,及构建的思路、原则和对策。以便为我国政府网络公关实践的发展指明方向。导论部分,简要介绍了本文研究的背景及意义,然后对国内外的研究现状进行分析,在此基础上提出本文的研究思路和框架,最后提出本文可能的创新之处。第二部分,是本文的理论基础。分四个小节重点阐述了政府网络公关的概念、形式、功能及影响因素。从政策、资源、文化、社会和技术5个方面阐述对政府网络公关的影响,为下文模式的划分和构建提供理论依据。第三部分,政府网络公关模式的提出、构成与类型分析。首先提出政府网络公关模式的概念,然后分析其形成的内在机理和背景环境,最后对现有的模式分类进行总结补充,以政府公关态度为标准提出新的模式分类——主动型、从容型、应付型和冷漠型。第四部分,对政府公关态度视角下的政府网络公关模式进行实证研究。在典型案例分析的基础上,对四种模式进行优劣势分析,概括出基本特征,并在此基础上整合其他的划分标准及其模式,提出理想政府网络公关模式类型——双向-主动-引导型网络公关模式。第五部分,对双向-主动-引导型网络公关模式进行构建。这是本文研究的核心。首先对双向-主动-引导型网络公关模式的内涵和特征进行界定,以便大家有个清晰的理解。然后在此基础上提出其构建的思路和原则。第六部分,构建的对策。该部分从网络公关载体建设、网络技术的多媒体整合、网络环境的清理及法制建设、电子政务与信息公开、网络门户及网络机构的监管等5个方面提出双向-主动-引导型网络公关模式构建的建议,以供地方政府作为参考。
[Abstract]:China's government's ruling environment has changed over the past 30 years. With the rapid development of the socialist cause, the market economy has become an important part of our socialist economic system, and the socialist democratic legal system is becoming more and more perfect, and the construction of a harmonious society is an important goal of the development of the Chinese society in the future. The new environment has brought great opportunities to the reform of our government, and also brought unprecedented challenges. In the face of the new environment, how to truly grasp the pulse of the times, to guide the transformation society, to coordinate the various interests and social contradictions, to re-shape the service-oriented government, and to build a harmonious public relation is a major historical task for the development of the times. With the development of the information society, China is one of the most Internet users in the world, how to strengthen the network supervision, grasp the network public opinion, and use the virtualization platform of the network to publicize the ruling policy and the political concept of the Party and the government, and the whole network capital The damage to the image and the credibility of the government by the source, the elimination of the illegal expression and the individual negative social problems is also the reality of the urgent need of the contemporary government in our country. In this paper, on the basis of the previous studies, the government network public relations as the research subject, based on the view of the network public relations mode, the paper summarizes the existing government network public relations mode, and then puts forward the new division standard and the theory and practice. In the end, the paper puts forward the basic characteristics of the good government network public relations model, and the thought and principle of the construction. And the development of public relations practice of the government of our country. In this paper, the background and significance of this paper are briefly introduced, and then the present situation of the research and abroad is analyzed. Based on this, this paper puts forward the thought and framework of this paper, and finally puts forward the possibility of this paper. The second part, yes. This paper is based on four sub-sections on the concept and form of government network public relations. Function and influence factors. The influence of government network public relations from five aspects of policy, resources, culture, society and technology is described, which is the division and structure of the following modes The theory foundation of construction is provided. The third part, the paper of the government's network public relations mode The paper first puts forward the concept of government network public relations mode, then analyzes its internal mechanism and background environment, and then summarizes the existing model classification, and puts forward the new mode classification _ active type with the government public relations attitude as the standard. The fourth part of the government's public relations attitude. Based on the typical case analysis, the paper summarizes the basic characteristics of the four modes and puts forward the ideal government network PR mode type _ two-way-master based on the analysis of the typical case. dynamic-guided network PR mode. Part V, bi-directional-active- The introduction of the public relation model of the guide type Line construction. This is the core of this paper. First, the connotation and characteristics of the two-way-active-type network public relations model are defined. Yeah, so that you can get a clear understanding. And then here. The idea of the construction is put forward in the paper. Principles. Part 6, the countermeasures to be constructed. This part has proposed two-way-initiative from five aspects of the construction of the network public relations carrier, the multimedia integration of the network technology, the cleaning of the network environment, the construction of the legal system, the e-government and the information disclosure, the network portal and the supervision of the network institutions. -Guided network PR mode structure
【学位授予单位】：广东海洋大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D035.5

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