危机传播中政府形象塑造的策略研究

发布时间：2018-03-31 00:22

本文选题：危机传播　切入点：政府形象　出处：《浙江传媒学院》2017年硕士论文

【摘要】：当前我国正在面临着经济与社会的双重转轨,纷繁复杂的利益冲突与不同利益集团之间的矛盾持续升级,国家正处在公共危机频发的关键节点,并正朝向风险社会迈进。在这种公共危机频发的特殊时期,政府应当充分发挥好公共管理职能,努力满足公民对于政府危机应对能力的期待。然而,目前政府的危机应对能力与人们日益增长的对于政府危机管理的期望之间存在较大差距,因此,公共危机便会以更大强度、更高风险的态势表现出来,从而严重地影响社会和谐与政治稳定。在应对危机方面,当下社会的焦点话题主要集中在政府怎样快速高效地处理危机、怎样树立起为人民服务的良好形象以及怎样提升政府公信力等几个方面。新兴媒介的传播方式发生了根本性改变,它们在对危机报道的过程中发挥了巨大作用。在这种崭新的传播方式下,危机的传播速度和影响程度均不同以往,因此,政府作为危机应对的权威主体,其在危机传播过程中的相关应对行为一直是社会大众的关注焦点。笔者此次分析和研究的是危机传播中政府形象塑造的问题,主要包括以下几个方面的内容:一是笔者充分研究了我国政府在危机发生过程中所塑造的形象以及危机的发生对政府形象塑造所带来的影响;二是笔者就当下我国政府在应对危机时所面临的问题进行了详细地分析,并总结出了公共危机发生的条件;三是笔者采用了辩证唯物主义的方法为政府在危机传播阶段如何塑造良好形象给出了个人观点及建议。经过本论文的研究和探索,笔者为今后政府在危机传播领域中塑造良好形象提供了可行的建议和有效的措施,并在现实意义上不仅能够有效地指导危机传播中塑造政府良好形象的实践,同时还有利于政府提升危机应对意识,从而因势利导、化危为机。
[Abstract]:At present, our country is facing the dual transition of economy and society, the complicated conflicts of interest and the contradictions between different interest groups continue to escalate, the country is in the key node of frequent public crisis. In this special period of frequent public crisis, the government should give full play to the function of public administration and strive to meet the expectations of citizens about the ability of government to deal with the crisis. At present, there is a big gap between the government's crisis response ability and people's increasing expectations for government crisis management. Therefore, the public crisis will be displayed with greater intensity and higher risk. As a result, social harmony and political stability are seriously affected. In dealing with the crisis, the focus of the current society is mainly on how the government can deal with the crisis quickly and efficiently. How to set up a good image of serving the people and how to enhance the credibility of the government, etc. The mode of communication of the emerging media has undergone a fundamental change. They have played a great role in the process of reporting the crisis. Under this brand new mode of communication, the speed and influence of the crisis are different. Therefore, the government is the authoritative subject of the crisis response. In the process of crisis communication, the relevant coping behavior has always been the focus of attention of the public. The author analyzes and studies the problem of shaping the image of the government in the process of crisis communication. The main contents include the following aspects: first, the author has fully studied the image created by our government in the process of crisis and the impact of the crisis on the shaping of government image; Second, the author analyzes in detail the problems that our government is facing when dealing with the crisis, and sums up the conditions of the public crisis. Third, the author uses the method of dialectical materialism to give personal views and suggestions on how to create a good image of the government in the crisis propagation stage. The author provides feasible suggestions and effective measures for the government to create a good image in the field of crisis communication in the future, and not only can it effectively guide the practice of shaping the good image of the government in crisis communication, but also can effectively guide the practice of shaping the good image of the government in the field of crisis communication. At the same time, it is also conducive to the government to raise the awareness of crisis, so as to guide the situation, turn danger into an opportunity.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D63;G206

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