突發(fā)事件中政務(wù)微博信息傳播機(jī)制研究
發(fā)布時(shí)間：2018-08-02 12:48
【摘要】：在“風(fēng)險(xiǎn)社會(huì)”和“媒介化社會(huì)”的雙重背景下，一方面，各類突發(fā)事件的爆發(fā)頻率、波及范圍以及危害程度遠(yuǎn)遠(yuǎn)超過以往任何一個(gè)時(shí)期；另一方面，以微博為代表的新媒體強(qiáng)化了公民的社會(huì)責(zé)任意識(shí)，賦予了民眾更多的話語權(quán)，使得人人都可能成為突發(fā)事件的信息傳播渠道，政府對(duì)危機(jī)信息的管控能力大為減弱，傳統(tǒng)的政府危機(jī)傳播手段已無力面對(duì)這種復(fù)雜而多變的局面。突發(fā)事件的頻頻爆發(fā)，不僅直接威脅了社會(huì)和諧穩(wěn)定和人民生命財(cái)產(chǎn)安全，還嚴(yán)重阻礙了中國的社會(huì)轉(zhuǎn)型進(jìn)程和國家現(xiàn)代化進(jìn)程，作為社會(huì)公共管理的主體，政府亟需尋求一個(gè)更為有效，更為先進(jìn)的新型信息傳播平臺(tái)。 自2006年上線以來，微博便憑借其即時(shí)性、便捷性、互動(dòng)性和裂變式傳播的特點(diǎn)，迅速成為人們的主流信息平臺(tái)，其影響力更是滲透到人們?nèi)粘Ｉ畹姆椒矫婷妗Ｎ⒉┑呐d起，讓政府公共管理和公共服務(wù)職能的改革創(chuàng)新看到了新的曙光，，各級(jí)政務(wù)機(jī)構(gòu)紛紛開通政務(wù)微博，利用政務(wù)微博開展政務(wù)信息公開、民眾參政議政、政府形象宣傳等活動(dòng)，政務(wù)微博作為政府公共管理和公共服務(wù)新型平臺(tái)受到了各級(jí)政府和廣大人民的支持和認(rèn)可。隨著政務(wù)微博運(yùn)用手段的不斷成熟和不斷深入，政府越來越關(guān)注突發(fā)事件中政務(wù)微博的信息傳播功能。與傳統(tǒng)政府危機(jī)傳播平臺(tái)相比，政務(wù)微博擁有強(qiáng)大的信息傳播能力、輿情監(jiān)測(cè)能力和輿論引導(dǎo)能力，并逐漸成為政府在危機(jī)環(huán)境下信息傳播的重要渠道,因此，對(duì)突發(fā)事件中政務(wù)微博的信息傳播研究顯得尤為重要。本文將從當(dāng)前政務(wù)微博發(fā)展現(xiàn)狀和發(fā)展趨勢(shì)出發(fā)，回顧政府危機(jī)傳播發(fā)展歷程中的經(jīng)驗(yàn)得失，并結(jié)合突發(fā)事件中政務(wù)微博信息傳播現(xiàn)狀，總結(jié)當(dāng)前政務(wù)微博信息傳播的不足之處，在此基礎(chǔ)上，借鑒整合營銷傳播理論、危機(jī)生命周期理論和危機(jī)信息需求理論來闡述突發(fā)事件中政務(wù)微博信息傳播的傳播要素、傳播原則、傳播結(jié)構(gòu)以及傳播流程，以此來構(gòu)建突發(fā)事件中政務(wù)微博信息傳播機(jī)制。
[Abstract]:Under the dual background of "risk society" and "media society", on the one hand, the frequency, the scope and the degree of harm of all kinds of unexpected events are far higher than that of any previous period; on the other hand, The new media, represented by Weibo, have strengthened citizens' sense of social responsibility, given people more right to speak, and made everyone possible to become a channel of information dissemination for emergencies. The government's ability to control crisis information has been greatly weakened. The traditional means of government crisis communication have been unable to face this complicated and changeable situation. The frequent outbreak of emergencies not only directly threatens social harmony and stability and the safety of people's life and property, but also seriously hinders the process of social transformation and national modernization in China, as the main body of social public administration. The government urgently needs to seek a more effective, more advanced new information dissemination platform. Since its launch in 2006, Weibo has become the mainstream information platform with its characteristics of immediacy, convenience, interactivity and fission, and its influence has penetrated into every aspect of people's daily life. With the rise of Weibo, the reform and innovation of government public management and public service functions have seen a new dawn. Government agencies at all levels have opened government Weibo, used government Weibo to open government information, and the public participated in the discussion of government affairs. Government Weibo, as a new platform of government public management and public service, has been supported and recognized by all levels of government and the masses of people. With the development of government Weibo, the government pays more and more attention to the information dissemination function of government affairs Weibo. Compared with the traditional government crisis communication platform, the government affairs Weibo has strong ability of information dissemination, public opinion monitoring and public opinion guidance, and gradually becomes an important channel for the government to spread information under the crisis environment. It is particularly important to study the information dissemination of government affairs Weibo in emergencies. This paper will review the experience gained and lost in the course of the development of government crisis communication from the current development status and trend of government affairs Weibo, and combine with the current situation of government affairs Weibo information dissemination in unexpected events. On the basis of summarizing the shortcomings of the current government Weibo information dissemination, this paper uses the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory to expound the communication elements of the government affairs Weibo information communication in the unexpected event, which is based on the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory. The communication principle, communication structure and communication process are used to construct the mechanism of government Weibo information dissemination in unexpected events.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D63;D63
[Abstract]:Under the dual background of "risk society" and "media society", on the one hand, the frequency, the scope and the degree of harm of all kinds of unexpected events are far higher than that of any previous period; on the other hand, The new media, represented by Weibo, have strengthened citizens' sense of social responsibility, given people more right to speak, and made everyone possible to become a channel of information dissemination for emergencies. The government's ability to control crisis information has been greatly weakened. The traditional means of government crisis communication have been unable to face this complicated and changeable situation. The frequent outbreak of emergencies not only directly threatens social harmony and stability and the safety of people's life and property, but also seriously hinders the process of social transformation and national modernization in China, as the main body of social public administration. The government urgently needs to seek a more effective, more advanced new information dissemination platform. Since its launch in 2006, Weibo has become the mainstream information platform with its characteristics of immediacy, convenience, interactivity and fission, and its influence has penetrated into every aspect of people's daily life. With the rise of Weibo, the reform and innovation of government public management and public service functions have seen a new dawn. Government agencies at all levels have opened government Weibo, used government Weibo to open government information, and the public participated in the discussion of government affairs. Government Weibo, as a new platform of government public management and public service, has been supported and recognized by all levels of government and the masses of people. With the development of government Weibo, the government pays more and more attention to the information dissemination function of government affairs Weibo. Compared with the traditional government crisis communication platform, the government affairs Weibo has strong ability of information dissemination, public opinion monitoring and public opinion guidance, and gradually becomes an important channel for the government to spread information under the crisis environment. It is particularly important to study the information dissemination of government affairs Weibo in emergencies. This paper will review the experience gained and lost in the course of the development of government crisis communication from the current development status and trend of government affairs Weibo, and combine with the current situation of government affairs Weibo information dissemination in unexpected events. On the basis of summarizing the shortcomings of the current government Weibo information dissemination, this paper uses the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory to expound the communication elements of the government affairs Weibo information communication in the unexpected event, which is based on the integrated marketing communication theory, the crisis life cycle theory and the crisis information demand theory. The communication principle, communication structure and communication process are used to construct the mechanism of government Weibo information dissemination in unexpected events.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：D63;D63
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