新媒体环境下政府新闻发言人与公众信任关系建构研究

发布时间：2018-02-04 15:20

本文关键词： 政府新闻发言人新媒体公众信任　出处：《华东师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：政府新闻发言人面对的媒体与公众环境均在新媒体影响下发生变化,政府权威受到冲击,传统的"政府——媒体——公众"抽象体系信任变得脆弱,政府新闻发言人作为政府这一抽象系统的代表,亟需新的策略在新闻媒体环境下稳固公众对政府的抽象系统信任。基于此背景,本文采用文献分析与深度访谈研究方法,描述政府新闻发言人所面临的新媒体环境以及面对的新公众,发掘政府新闻发言人在新媒体环境下具有的潜在优势,通过对新闻发言人的深度访谈深入了解政府新闻发言人制度运作现状,探讨当下新闻发言人制度中存在的问题。最后,本文基于以上分析,从现代性社会信任建构的视角针对性提出政府新闻发言人重构"政府——媒体——公众"积极信任的策略。传统媒体环境下政府拥有较强的操控媒体的能力,而在新媒体环境中政府"传统媒体执政"的效果减弱,快速更新的海量信息、个性化推送、公众自我议程设置、公众细分化等新媒体传播特点导致新闻发言人传递信息受阻。但传统主流媒体仍在公众中保有权威性,且新媒体为新闻发言人直接接触公众提供了动力和平台。从公众角度看,新媒体环境下的公众在角色上成为信息的生产者和传播者,结构上体现出网状联合和内部分化的特征,解读方式上以妥协为主兼有对抗解读。需要注意的是公众获得新媒体赋权的同时还需政府引导找到有价值信息。新闻发言人制度仍存在发言人专业性欠缺,授权审批机制复杂,缺乏新媒体思维,公众意识落后,形象官方且疏离公众等问题。本研究认为政府新闻发言人要与公众构建积极的信任关系,首先应主动开放内容、开放渠道,有针对性的进行主动传播以巩固系统信任;其次与公众建立基于亲密关系的人格信任;再者应主动构建平等的对话机制,通过与媒体和公众直接沟通建立贯通人格信任与系统信任的积极信任;最重要的是,从制度上保障积极信任的构建,设立新闻发布的独立职能部门、完善并简化操作机制、职务化与职业化相结合并建立科学完整的系统化培训。
[Abstract]:Under the influence of new media, the media and public environment faced by government press spokesman are changed, the authority of government is attacked, and the trust of the traditional abstract system of "government-media-public" becomes fragile. As the representative of the abstract system of government, the government press spokesman urgently needs new strategies to stabilize the public's trust in the abstract system of government under the news media environment. This paper uses the methods of literature analysis and in-depth interview to describe the new media environment faced by the government press spokesman and the new public to explore the potential advantages of the government press spokesman in the new media environment. Through in-depth interviews with press spokesmen to understand the current operation of the government press spokesman system, to explore the current problems in the press spokesman system. Finally, this paper based on the above analysis. From the perspective of the construction of trust in modern society, this paper puts forward the strategy of reconstructing the positive trust of the government, media and public. The government has a strong ability to manipulate the media in the traditional media environment. In the new media environment, the effect of the government "traditional media ruling" is weakened, the mass information is updated quickly, the personalized push, the public self-agenda setting. The characteristics of new media communication such as the fine differentiation of the public cause the press spokesmen to transmit information. But the traditional mainstream media still retain authority in the public. And the new media provides the press spokesman with the power and platform to directly contact the public. From the public point of view, the public in the new media environment in the role of information producers and disseminators. The structure shows the characteristics of reticular union and internal differentiation. The main way of interpretation is compromise and adversarial interpretation. What needs attention is that the public is empowered by new media and the government should guide to find valuable information. There is still a lack of professionalism in the press spokesman system. The mechanism of authorization and approval is complex, lack of new media thinking, backward public consciousness, official image and alienation from the public. This study believes that government spokesmen should build a positive relationship of trust with the public. First of all, we should open the content actively, open the channel, and carry on the active communication in order to consolidate the trust of the system. Secondly, establish personal trust based on intimate relationship with the public; Furthermore, we should take the initiative to build an equal dialogue mechanism, and establish the positive trust between personality trust and system trust through direct communication with the media and the public. The most important thing is to guarantee the construction of positive trust from the system, to set up the independent functional department of press release, to perfect and simplify the operation mechanism, to combine the professionalization with the professionalization, and to establish scientific and complete systematic training.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D64;G219.2

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