自媒体传播背景下地方政府网络舆情应对问题研究

发布时间：2018-03-10 04:15

本文选题：自媒体传播　切入点：网络舆情　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着Web2.0技术的发展,“人人都是媒体人”“人人都是舆论构建者”的自媒体时代改变了以往传统媒体传播的旧格局。传播理念上的升华、传播方式上的多样化裂变、传播过程中形成的强大舆论效果使得公众更愿意通过自媒体平台畅达民意、表达诉求。另一方面,当前我国正处于社会转型时期,社会矛盾激增,利益冲突不断,突发危机事件频频发生,在自媒体传播背景与突发事件频发的双重作用下,网络舆情呈现出新的传播特点和流变趋势:微博、微信已经成为网络舆情传播重要引擎、“舆论倒逼”现象频频发生,非理性、负面性的网络舆情愈来愈多,网络舆情危机呈常态化。一起突发事件、一个热点话题,在自媒体的爆料和传统媒体的报道评论的交相作用下,迅速发酵,瞬间形成强大的舆论场。在此背景下,地方政府如何进行网络舆情应对,如何进行媒体公关,正确处理好与网民、自媒体之间的关系,是地方政府亟需解决的课题。而当前我国地方政府之间网络舆情应对的能力参差不齐,对于自媒体网络舆情重视不足,应对措施被动,政府公信力与形象亟待修复与提振。从网络舆情应对的案例中发现,地方政府网络舆情应对得当、相对成功的案例不少,同样应对失当、出现问题的情况也是客观存在的:如“2016年的河北邢台洪灾事件”就是典型的自媒体传播背景下网络舆情应对失当案例,存在的问题如主流媒体反应滞后,丧失舆论引导权;地方政府危机预判不足,监管不力;瞒报说降低政府公信力等。从意识、机制、方法三个角度究其原因:低估自媒体的舆论力量,舆情危机意识不强、预警机制不健全,网络舆情信息分析系统功能同质、信息公开不到位、应对方法不科学。本论文主要借鉴国内学者理论研究成果和实践经验的基础上,尝试将传播学所擅长的“自媒体传播范畴”与“地方政府网络舆情应对”有机结合,对地方政府的网络舆情应对进行问题研究。首先从所涉及到的相关概念和理论基础入手,层层深入主题,对自媒体传播背景下的网络舆情的形成,网络舆情的特点进行较为详尽的分析,为下文的问题研究做铺垫。其次,选取自媒体传播背景下地方政府网络舆情应对典型案例进行案例分析,剖析问题与原因,并提出笔者认为相对可行的对策建议。
[Abstract]:With the development of Web2.0 technology, the era of "everyone is the media person" and "everyone is the constructor of public opinion" has changed the old pattern of the traditional media communication. The powerful public opinion effect formed in the process of communication makes the public more willing to express their demands through the media platform. On the other hand, at present, our country is in the period of social transformation, the social contradictions are proliferating and the conflicts of interest are constantly coming into being. Sudden crisis occurs frequently. Under the dual action of media background and emergency, network public opinion presents new characteristics and changing trend: Weibo, WeChat has become an important engine for the dissemination of network public opinion. The phenomenon of "public opinion is forced down" occurs frequently. The irrational and negative network public opinion is becoming more and more common. The crisis of network public opinion is becoming more and more regular. A sudden incident, a hot topic, Under the influence of the interplay of self-media revelations and traditional media reports and comments, they quickly ferment and form a powerful public opinion field in an instant. In this context, how do local governments deal with online public opinion and how to carry out media public relations? It is an urgent task for the local government to deal with the relationship between the Internet users and the self-media correctly. However, the ability of the local governments to deal with the network public opinion is not uniform, so they pay less attention to the self-media network public opinion, and the countermeasures are passive. The credibility and image of the government urgently need to be repaired and boosted. From the cases of the response to the network public opinion, it is found that the local government's network public opinion is properly handled, and there are many relatively successful cases, and the same response is improper. The problems also exist objectively: for example, "Xingtai Flood incident in 2016" is a typical case of network public opinion dealing with malpractice under the background of self-media communication, the existing problems such as the mainstream media response lags behind, and the right to guide public opinion is lost; The local government's crisis prejudgment is insufficient, supervision is weak, underreporting and lowering the government's credibility. From three angles of consciousness, mechanism and method, the reasons are: underestimating the power of public opinion from the media, the public opinion crisis consciousness is not strong, and the early warning mechanism is not perfect. The function of network public opinion information analysis system is homogeneous, the information disclosure is not in place, and the countermeasures are not scientific. This paper mainly draws lessons from the theoretical research results and practical experience of domestic scholars. This paper attempts to combine "self-media communication category" and "local government network public opinion response", which is good at communication science, to study the local government's network public opinion response. Firstly, it starts with the related concepts and theoretical basis. Layer by layer in-depth theme, the formation of network public opinion under the background of self-media communication, the characteristics of network public opinion are analyzed in detail to pave the way for the research of the following problems. Secondly, Under the background of self-media communication, the local government network public opinion should be selected to carry on the case analysis, the analysis question and the reason, and proposes the countermeasure suggestion which the author thinks is relatively feasible.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;D630

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