“共青团中央”官方微博的政治传播功能研究

发布时间：2018-01-28 10:11

本文关键词： 政治传播 “共青团中央”微博传播功能　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网的普及带来了信息传递方式的变革,正应了麦克卢汉的“媒介即讯息”理论,最终被世人记得的并不是具体内容,而是媒介本身的信息呈现方式。不仅是传媒人搭乘新媒体的快车,政府机关从电子政务出现以来,先是设立门户网站,而后又开通官方微博、微信公众号,十分重视大众传媒的政务公开、民意沟通、行为监督、舆论引导功能。政务微博中的共青团类微博,不仅有“共青团中央”微博,还有山东共青团、新疆共青团、山西共青团等,形成“共青团+互联网”从中央到地方层级的全覆盖。本文正文分四个章节,第一章是理论阐述和概念普及,先对贯穿全文的名词“政治传播”做概念上的界定,并从政治活动、政治信息告知、政治形象传播、马克思主义传播四个角度来剖析政治传播的具体内容。理清这个基本概念之后,将视线转移到政务微博,交代了政务微博的概念,并从宏观视角分析政务微博的特点和功能,为下面分析“共青团中央”微博这个个例铺垫了理论基础。由此引出“共青团中央”微博的概况简介。第二章主要采用内容分析法,选取“共青团中央”微博2016年7月至2017年3月的3233条微博内容为样本,先是按议题分为13个类别做数量统计,明确其中跟政治相关的信息比例,哪类内容体现了传播者的意图。再从话题设置上了解共青团微博的传播策略,之后脱离内容来分析形式,根据对热门微博的记录,统计出原创内容与外部转载的比例、信息展现形式。第三章是本文研究的重点内容,也是论文的题目。结合前一章对微博内容的具体分析,将有研究价值的内容按主体或是主题归类,发现信息带来的政治传播功能。除了具有政务微博的共同功能之外,还具有自身独特的传播功能,综合归纳为具有提升国家形象、进行议程设置、搭建沟通平台、监察社会动态、提高公民政治素养的功能。第四章试图探索如何提高“共青团中央”微博的政治传播力,将视野放宽,不仅能看到微博自身形式与内容的创新,还要看到其拓展其他网络平台的“良苦用心”,一切都是为了提升青年受众的政治素养。
[Abstract]:The popularity of the Internet has brought about a change in the way of information transmission, which is in line with McLuhan's theory of "Media is Information", and what the world eventually remembers is not the concrete content. It is the information presentation method of the media itself. It is not only the media people who take the new media express train, but also the government agencies since the emergence of e-government, first set up a portal, then opened the official Weibo, WeChat Official account. We attach great importance to the public affairs of the mass media, public opinion communication, behavior supervision, public opinion guidance function. In the political affairs Weibo, the Communist Youth League Weibo not only has the "Communist Youth League Central Committee" Weibo, but also the Shandong Communist Youth League. Xinjiang Communist Youth League, Shanxi Communist Youth League and so on, form the "Communist Youth League Internet" from the central to the local level full coverage. This text is divided into four chapters, the first chapter is theoretical elaboration and concept popularization. First of all, the concept of "political communication" is defined, and from the political activities, political information, political image communication. This paper analyzes the concrete contents of political communication from four angles of Marxist communication. After clarifying this basic concept, the author shifts his attention to the government affairs Weibo and explains the concept of government affairs Weibo. And from the macro perspective to analyze the characteristics and functions of government affairs Weibo. For the following analysis of the "Central Communist Youth League" Weibo this case laid a theoretical foundation, leading to the "Communist Youth League Central" Weibo overview. Chapter two mainly uses the content analysis. Selected "Communist Youth League Central" Weibo from July 2016 to March 2017, 3233 Weibo content as a sample, first divided into 13 categories of quantitative statistics according to the topic. Clear the proportion of information related to politics, which kind of content reflects the intention of the communicators. Then from the topic set to understand the Communist Youth League Weibo communication strategy, and then separated from the content to analyze the form. According to the records of the popular Weibo, statistics the proportion of original content and external reprint, the form of information presentation. The third chapter is the focus of this study. It is also the title of the paper. Combined with the previous chapter of the specific analysis of the content of Weibo, will have the value of the content according to the subject or theme classification. Discover the political communication function brought by information. In addition to the common function of government affairs Weibo, it also has its own unique communication function, which is summarized as the promotion of national image, agenda setting. The 4th chapter tries to explore how to improve the political communication power of the "Communist Youth League Central Committee" Weibo, and broaden the scope of vision. Not only can we see the innovation of Weibo's own form and content, but also see his "good intentions" to expand other network platforms, all in order to enhance the youth audience's political literacy.
【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

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