新浪微博中的南宁城市形象传播研究
发布时间：2019-01-06 12:08
【摘要】：中国的城镇化进程不断加快,城市化浪潮不仅带动了城市经济的高速发展,也加剧了城市之间的竞争。各个城市除了加速推动城市建设的步伐以外,也在不断探索如何更好地传播城市形象。以新浪微博为主,接连涌现的城市微博,代表的不只是官方声音,与民沟通的桥梁,它也是一个展示城市形象的窗口。本文以南宁本地最具代表性的三个新浪微博平台:“新浪广西”、“南宁发布”、“南宁吃喝玩乐”为例,以8天为间隔,采用等距抽样法,以2014年8月1日0:00至2016年8月1日24:00为时间范围,从不同的角度对抽取的微博样本进行数据统计与分析,发现三个平台从平台属性出发,在传播内容上各有侧重,梳理出三个新浪微博平台各自的传播特点。其次,本文通过对微博样本进行分析,构建了两级议题对城市形象进行细分,详细阐述了南宁的三个新浪微博平台传播在城府、经济、社会、交通、市民、环境等方面的城市现状。再者,从“微博被转发量”、“微博被评论量”、“微博点赞量”三个角度进行数据统计,分析三个微博平台的影响力,总结出南宁城市微博平台影响力都较弱的结论。同时,将南宁市政府意图打造的城市形象与新浪微博中呈现的城市形象作对比,总结出目前南宁城市微博平台在传播内容中的特点以及呈现出来的城市形象,发现南宁的微博城市形象与官方形象在打造城市名片等许多方面有着共同点。除此之外,将南宁的官方微博和自媒体微博与上海和武汉进行对比,总结出南宁城市微博在发布时间、与网友互动等方面存在不足。在以上研究成果的基础上,对城市微博平台的传播提出几点建议:明确城市微博平台自身的服务功能;充分挖掘城市的优势资源;丰富传播形式,创新传播内容;根据受众的阅读习惯合理安排微博发布时间,采取多种互动方式。
[Abstract]:The process of urbanization in China is speeding up, and the tide of urbanization not only drives the rapid development of urban economy, but also intensifies the competition among cities. In addition to accelerating the pace of urban construction, cities are constantly exploring how to better spread the image of the city. With Sina Weibo as the main, successive emergence of the city Weibo, representing not only the official voice, and the bridge of communication with the people, it is also a window to display the image of the city. This paper takes the three most representative Sina Weibo platforms in Nanning as an example: "Sina Guangxi", "Nanning issue", "Nanning eat, drink and play" as an example, with an interval of 8 days, the method of isometric sampling is used. Taking 0:00 on August 1, 2014 and 24:00 of August 1, 2016 as the time frame, the data statistics and analysis of Weibo samples from different angles are carried out. It is found that the three platforms are based on the attributes of the platform and have different emphasis on the content of communication. Comb out the three Sina Weibo platform each of the characteristics of communication. Secondly, through the analysis of Weibo's sample, this paper constructs two levels of issues to subdivide the city image, and expounds in detail the spread of the three Sina Weibo platforms in Nanning to the city's city, economy, society, transportation, and citizens. Environmental and other aspects of the urban status quo. Furthermore, from the three angles of "Weibo being forwarded", "Weibo being commented" and "Weibo's praising quantity", the author analyzes the influence of the three platforms and concludes that the influence of the three platforms is weak in Nanning city. At the same time, by comparing the city image that the Nanning Municipal Government intends to create with the city image presented in Sina Weibo, the paper summarizes the characteristics of the current Nanning city Weibo platform in the communication content and the city image presented. It is found that the city image of Weibo and the official image of Nanning have common ground in many aspects, such as making city card. In addition, the comparison between the official Weibo of Nanning and the self-media Weibo compared with Shanghai and Wuhan, concluded that the Nanning city Weibo has shortcomings in publishing time, interacting with netizens and so on. On the basis of the above research results, this paper puts forward several suggestions on the communication of urban Weibo platform: clarifying the service function of the urban Weibo platform; fully excavating the city's superior resources; enriching the communication form; innovating the communication content; According to the reading habits of the audience reasonable arrangements Weibo release time, take a variety of interactive ways.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
[Abstract]:The process of urbanization in China is speeding up, and the tide of urbanization not only drives the rapid development of urban economy, but also intensifies the competition among cities. In addition to accelerating the pace of urban construction, cities are constantly exploring how to better spread the image of the city. With Sina Weibo as the main, successive emergence of the city Weibo, representing not only the official voice, and the bridge of communication with the people, it is also a window to display the image of the city. This paper takes the three most representative Sina Weibo platforms in Nanning as an example: "Sina Guangxi", "Nanning issue", "Nanning eat, drink and play" as an example, with an interval of 8 days, the method of isometric sampling is used. Taking 0:00 on August 1, 2014 and 24:00 of August 1, 2016 as the time frame, the data statistics and analysis of Weibo samples from different angles are carried out. It is found that the three platforms are based on the attributes of the platform and have different emphasis on the content of communication. Comb out the three Sina Weibo platform each of the characteristics of communication. Secondly, through the analysis of Weibo's sample, this paper constructs two levels of issues to subdivide the city image, and expounds in detail the spread of the three Sina Weibo platforms in Nanning to the city's city, economy, society, transportation, and citizens. Environmental and other aspects of the urban status quo. Furthermore, from the three angles of "Weibo being forwarded", "Weibo being commented" and "Weibo's praising quantity", the author analyzes the influence of the three platforms and concludes that the influence of the three platforms is weak in Nanning city. At the same time, by comparing the city image that the Nanning Municipal Government intends to create with the city image presented in Sina Weibo, the paper summarizes the characteristics of the current Nanning city Weibo platform in the communication content and the city image presented. It is found that the city image of Weibo and the official image of Nanning have common ground in many aspects, such as making city card. In addition, the comparison between the official Weibo of Nanning and the self-media Weibo compared with Shanghai and Wuhan, concluded that the Nanning city Weibo has shortcomings in publishing time, interacting with netizens and so on. On the basis of the above research results, this paper puts forward several suggestions on the communication of urban Weibo platform: clarifying the service function of the urban Weibo platform; fully excavating the city's superior resources; enriching the communication form; innovating the communication content; According to the reading habits of the audience reasonable arrangements Weibo release time, take a variety of interactive ways.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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