辽宁民心网的组织形象传播研究

发布时间：2018-04-10 18:48

本文选题：民心网 + 组织形象　；参考：《沈阳师范大学》2017年硕士论文

【摘要】：组织形象是社会公众心目当中所行成的对组织的总体印象和评价。当前,越来越多研究者开始从传播学视角考察政府组织和其他非盈利性组织的组织形象构建活动,力求从组织形象构建这一角度为组织机构进行组织传播活动提供有益的探索方向和传播策略建议。通过对民心网的组织形象的分析,从政治学、传播学、公共关系的角度进行考察。辽宁民心网以组织理念、组织行为、组织视觉三方面为组织形象传播过程中的主要传播内容来塑造自身形象,通过组织内传播和组织外传播的传播渠道实现组织形象的全方位传播,辽宁民心网组织形象传播的对象主要分为两部分:一部分是组织内部的组织成员,另一部分是组织外部的群众和各级党政机关人员,民心网传播渠道的划分也主要是依靠它的受众来作划分的,民心网通过对不同受众的不同渠道的组织形象传播产生了良好的传播效果,即形成了良好的组织形象,这一组织形象反馈给辽宁民心网形成了双向循环的良好传播模式。通过对民心网组织的多重形象和传播活动的传播工具、传播模式等进行分析考察,阐述分析民心网组织形象传播的问题。民心网通过组织内部传播,组织外部传播两种传播活动实现对民心网多重组织形象的传播。民心网在其组织内部传播过程中实现了制度化中充满平等,日常化中重视沟通;在组织外传播过程中通过大众传媒的渠道,实现了与“民”的良好互动,通过考核与激励的方式与“官”的积极互动,实现了共赢合作的目标。同时,由于互联网技术的迅猛发展,传播媒介相互融合和渗透趋势增强,传播环境出现创新和变革,民心网的组织形象构建和其他传播活动更加积极化和主动化。通过对传播坏境的把握以及传播规律的分析,基于民心网组织形象构建和其他传播活动实际,提出传播策略建议。在新的传播环境中进行民心网的形象构建,首先需要树立传播、互动观念,同时,在巩固现有传播媒介的基础上,提高新媒体使用能力。
[Abstract]:Organization image is the overall impression and evaluation of the organization in the eyes of the public.At present, more and more researchers begin to investigate the organizational image building activities of government organizations and other non-profit organizations from the perspective of communication.From the perspective of organization image construction, this paper tries to provide useful exploration direction and communication strategy for organization organization.Through the analysis of the organizational image of the network, from the perspective of political science, communication, public relations.Liaoning Minxin Network molds its own image in the three aspects of organizational concept, organizational behavior and organizational vision, which are the main communication contents in the process of organizational image communication.Through the communication channels within and outside the organization to realize the overall dissemination of the organization image, the object of the organization image communication of Liaoning Minxin Network is mainly divided into two parts: one is the organization members inside the organization, and the other is the organization members within the organization.The other part is to organize the outside masses and party and government officials at all levels. The division of the channels of communication of the people's mind net also mainly depends on its audience to make the division.Through the different channels of organizational image communication of different audiences, the network has produced a good communication effect, that is, formed a good organizational image, this organizational image feedback to Liaoning Minxin network formed a two-way circulation of good communication mode.Through the analysis and investigation of the multiple images of the people's heart network organization and the communication tools and modes of communication activities, this paper expounds and analyzes the problems in the dissemination of the image of the people's heart network organization.Through the organization of internal communication, the organization of external communication two kinds of communication activities to achieve the network multi-organizational image dissemination.In the process of communication within the organization, the network of the people is full of equality and attention to communication in the course of daily communication, and realizes the good interaction with the people through the channels of mass media in the process of communication outside the organization.The goal of win-win cooperation is realized through the positive interaction of examination and encouragement with officials.At the same time, due to the rapid development of Internet technology, the trend of media integration and penetration is enhanced, the communication environment has been innovated and changed, and the organizational image construction and other communication activities of the people's Heart Network have become more active and active.Based on the analysis of the bad communication environment and the law of communication, based on the construction of the image of the people's heart network and other communication activities, the paper puts forward some suggestions on the communication strategy.In order to construct the image of popular network in the new communication environment, it is necessary to establish the concept of communication and interaction, and at the same time, to improve the ability of using new media on the basis of consolidating the existing media.
【学位授予单位】：沈阳师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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