本文選題：沈陽市政務“雙微” + 傳播影響力��； 參考：《遼寧大學》2017年碩士論文

【摘要】：近年來,我國政務微博、微信增長數(shù)量較快,各級政務部門紛紛開始打造“指尖政務”。在這種環(huán)境下,微博、微信在政務傳播、網(wǎng)絡問政、網(wǎng)絡輿情應對等方面突顯出越來越重要的價值,逐漸成為官民溝通的新橋梁,傳播政府形象的新窗口。但這兩個網(wǎng)絡問政平臺在不同地區(qū)的具體發(fā)展情況也有各自的特點和不足,就沈陽市而言,由于大部分政務“雙微”運營模式與受眾需求發(fā)生較大矛盾,導致沈陽市政務新媒體整體傳播影響力水平一直不高。為此,沈陽日報集團邀請遼寧大學新聞與傳播學院文然教授參與此次調(diào)查,旨在提升沈陽市政務新媒體的傳播影響力,作為項目核心成員,我也有幸參與其中。本文主要針對沈陽市政務“雙微”的實際發(fā)展情況,尋找受眾與政務宣傳需求之間的平衡,以實地調(diào)查為基礎,通過對沈陽市政務“雙微”調(diào)查數(shù)據(jù)分析,總結其運營過程中存在的問題及原因,提供一套合理有效且適合沈陽市政務“雙微”的影響力方案。本文主要包括四個部分:第一部分為緒論,主要介紹了全文的研究背景、目標、方法、相關定義等;第二部分為前期內(nèi)容分析,通過與全國、遼寧省及沈陽市政務“雙微”的整體對比分析,初步了解沈陽市政務新媒體的整體狀況并找出其運營中存在的問題及原因;第三部分為影響力調(diào)查方案實施及數(shù)據(jù)分析,通過對沈陽政務“雙微”運營現(xiàn)狀調(diào)查和核心受眾的需求調(diào)查,為沈陽市政務新媒體影響力提升提供數(shù)據(jù)和理論支持;第四部分為沈陽市政務“雙微”傳播影響力提升的具體可操作方案,此部分從問題出發(fā),以國內(nèi)其他優(yōu)秀政務“雙微”為研究對象,利用沈陽市各級媒體現(xiàn)有資源,從內(nèi)容、服務、互動三條路徑出發(fā),為沈陽政務“雙微”提出具體可行的影響力提升方案。
[Abstract]:In recent years, China's government affairs Weibo, WeChat increased rapidly, government departments at all levels began to create "fingertip government."In this kind of environment, Weibo, WeChat in the government affairs communication, the network asks the political affairs, the network public opinion response and so on aspect highlights more and more important value, gradually becomes the official people's communication new bridge, the dissemination government image new window.However, the specific development of these two platforms in different regions also has their own characteristics and shortcomings. As far as Shenyang is concerned, because most of the "double micro" operation mode of government affairs is in conflict with the needs of the audience,As a result, Shenyang government new media as a whole dissemination of influence level has not been high.To this end, Shenyang Daily Group invited Professor Wen ran, School of Journalism and Communication, Liaoning University, to participate in the survey, with the aim of enhancing the communication influence of new media in Shenyang government affairs. As a core member of the project, I am also privileged to participate in the survey.This paper aims at the actual development of "double micro" of Shenyang government affairs, seeks the balance between audience and government affairs propaganda demand, based on field investigation, analyzes the data of Shenyang government affairs "double micro" survey.This paper summarizes the problems and reasons in its operation, and provides a set of reasonable and effective influence scheme suitable for Shenyang government affairs.This article mainly includes four parts: the first part is the introduction, mainly introduces the research background, the goal, the method, the correlation definition and so on; the second part is the Prophase content analysis, through with the whole country,Through the comparative analysis of the "double micro" government affairs in Liaoning Province and Shenyang City, the author preliminarily understands the overall situation of the new government affairs media in Shenyang and finds out the problems and reasons in their operation. The third part is the implementation of the influence investigation scheme and the analysis of the data.Through the investigation of Shenyang government "double micro" operation status and the core audience's demand investigation, it provides the data and theory support for the Shenyang government new media influence enhancement;The fourth part is the concrete operational scheme of Shenyang government "double micro" communication influence promotion, this part starts from the problem, takes other outstanding government affairs "double micro" as the research object, utilizes Shenyang all levels media existing resources, from the content,Service, interaction, three paths, for Shenyang government "double micro" specific and feasible impact promotion program.
【學位授予單位】：遼寧大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：D63

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