【作者】 舒展；

【导师】 钟瑛；

【作者基本信息】 华中科技大学 ， 传播学， 2018， 博士

【摘要】 随着移动互联网发展,社会化媒体的使用逐渐嵌入到人们日常生活之中,由于具有移动化、便捷化、个性化等方面的优势,社会化媒体正在渐渐取代传统新闻媒体,成为社会大众获取信息的重要渠道。社会化媒体的嵌入,不仅改变了传统意义上区域内大众传播,更使区域内人际传播、政府传播发生变化,且三者相互作用。论文引入社会嵌入理论对社会化媒体的区域传播开展研究,以我国最大的社会化媒体腾讯作为研究样本,采用内容分析法、问卷调查法、个案研究法、深度访谈等研究方法,剖析社会化媒体从虚拟空间到现实场景,嵌入区域传播后,对区域公众的人际传播、区域媒体的大众传播、区域政府的政府传播的影响,以及三者间的协同发展。研究内容主要包括:1.被社会化媒体嵌入的公众在区域传播中的传播行为、人际网络重建;2.区域大众传媒与社会化媒体人际传播的互嵌,要求大众传媒在内容发行、新闻生产、专业思维上的社会化;3.区域政府在社会化媒体嵌入后,在政府传播体系、过程、政府上的社会化。本研究发现:1.被社会化媒体嵌入的公众在个体区域复制呈现社会化,同时重构了区域个体所处的人际网络,实现线上线下的区域融合,并将社会化媒体嵌入区域传播个体,使“身体在场”的任一个体都可能成为“传播中心”;2.在区域大众传媒与社会化媒体人际传播的互嵌中,大众传媒的意义已不仅是提供信息,而是作为“公共空间”内在部分,成为“地方”关系中的一部分。区域传媒体现出发行社会化、区域新闻生产社会化、区域议程把关社会化等特点;3.区域政府在社会化媒体嵌入后,政府、媒体、公众,三方重新调配权利分割,政府传播体系呈现出结构对公众入伍开放。体系功能实现公众直议,体系文化接纳公众监督。传播过程呈现出扁平化、非线性的特点,突破了政府传播的科层制。传播政策,包括政治规则制定、政治违规裁决、政治管理实施,均是由区域公众通过社会化媒体深度参与其中,实现了传播政策社会化。研究分析了媒体、政府、公众三者的协同,提出建立三个协同场——“公众与媒体间的区域信息场”、“公众与政府间的区域议政场”、“政府与媒体间的区域舆论场”,保证协同效果。社会化媒体嵌入区域传播,使区域传播系统内诸要素——公众、媒体、政治力量均发生改变。公众获得越来越多的话语权和自组织能力,媒体与政治力量则不得不调整姿态,与日渐强大的公众建立有效的交互沟通。在社会化媒体政府传播实证研究方面,现有文献还是以传统的定性研究方法为主,更为深入的量化研究相对比较缺乏。事实上,随着政务新媒体的发展,互联网上的相关数据呈现井喷式性增长,这些互联网数据具有数据量大、类型多样、客观性强、获取成本低等诸多优势,蕴含丰富价值,如何在政务新媒体领域应用大数据已经成为当前的研究热点。论文以腾讯政务企鹅号为例,在开放政府视角下,将定性研究和定量研究相结合,探讨政府机构社会化媒体的使用行为,这对政务新媒体研究具有较为重要的理论价值。最后本论文通过案例研究与大数据技术相结合的定性与定量研究方法,来剖析政务微信对公共议题的推进程度,为国家治理和互联网政治研究提供借鉴意义。发现互联网背景下政务创新的四个趋势:第一,从统治走向治理。第二,从人治走向法治。第三,从管制走向服务。第四,从全能走向有限。作为互联网化的政务创新的一个重要环节,政务微信正依托强社交性、高内容内化率、一体化服务能力等优势,将治理型政府、法治化政府、服务型政府、有限政府建设深入推进。在实践意义上,本研究有助于区域媒体、政府认知社会化媒体嵌入对公众的影响,以及随之带来对媒体、政府角色改变的要求。在媒体与公众的协同方面,媒体发布信息较少直达区域公众,同时公众发布信息也较少直达区域媒体,建立区域社会化信息场实现二者“互译”非常必要;在公众与政府的协同方面,公众从线上围观到围聚倾向明显,使政府形成新的管理难点,同时政府通过微博社会化媒体工具压缩时空距离、缓解区域矛盾,建立区域社会化议政场实现“互信”非常重要;在政府与媒体的协同方面,政媒协同净化网络环境、澄清谣言责任重大,而新闻网站长期角色失位,未能发挥自身作用,建立区域社会化舆论场实现“政治媒体化”的“互融”,对舆论引导意义深远。更多还原

【Abstract】 With the development of mobile Internet,the use of social media gradually step into people’s daily life.Because it is mobile and convenient,personalized and other advantages,social media is increasingly replacing the traditional news media,and has become an important channel for the public to obtain information.The embedding of social media not only changed the traditional sense of mass communication,but also changed the interpersonal communication and government communication in the region,and the interactation model with each other.The introduction of regional communication social embeddedness theory bases on social media research,social media and China’s largest Tencent as the research sample,using content analysis method,questionnaire survey method,case study method,depth interviews and other research methods,analyzing the social media to the real scene from the virtual space,from Online to Offline and the embedding area after the propagation of regional public interpersonal communication,mass communication,media area regional government spread effect,and the coordinated development between the three.The main research contents include:1.The communication behavior and network reconstruction of the public in regional communication embedded by social media;2.The interlocking of interpersonal communication between regional mass media and social media requires the socialization of mass media in content distribution,news production and professional thinking;3.After the social media is embedded in the social media,the regional government is socialized in the system,process and sociallization of the government.This study found that:1.Social media is embedded in the public in the individual area shows a social reproduction,and reconstruction of the area of the individual network,online and offline integration,and social media into regional communication "as an individual,the individual physical presence,are likely to become" spread the center ";2.Mutual embedded in the area of mass media and social media,interpersonal communication,the significance of the mass media is not only to provide information,but as a" public space "the inner part,become the organic composition of this relationship in place.".Regional media reflects the issue of social and regional news production socialization,regional characteristics such as social agenda checks;3.Regional government media embedded in the society,the government,the media and the public,the three party rights redeployment division,government communication system presents the structure and open to the public.The system function has been discussed by the public,and the system culture accepts the public supervision.The process of communication is characterized by flattening and nonlinear,which breaks through the bureaucracy of the government.Communication policies,including political rulemaking,political rulings and political management,are all deeply involved by the regional public through social media,enabling the socialization of communication policy.This paper analyzes the synergy between the three,the media,the government and the public,and puts forward three synergy fields:"the regional information field between the public and the media","the regional public opinion forum" between the public and the government,and the regional public opinion field between the government and the media,as to ensure the synergy effect.The social media is embedded in the region and changes the elements of the regional communication system,the public,the media,and the political power.The public has gained more and more voice and self-organizing capabilities.The media and political force have to adjust their posture to establish effective interaction with the increasingly powerful public.In the empirical research of social media and government communication,the existing literature is still dominated by traditional qualitative research methods,and more in-depth quantitative research is relatively scarce.In fact,with the development of new media,the relevant data on the Internet show rapid growth,the Internet has a large amount of data,data types,strong objectivity and obtain many advantages of low cost,rich in value,the way to become a research hotspot in the field of new media and big data application of e-government.Taking Tencent government penguin as an example,this paper combines qualitative research with quantitative research from the perspective of open government to explore the use of social media in government agencies,which is of great theoretical value for the research of government new media.In the end,this paper studies the qualitative and quantitative methods of combining case study with large data technology to analyze the promotion of government WeChat on public issues,and provide reference for national governance and internet political research.We find four trends of government innovation under the internet background:first,from rule to governance.Second,from the rule of man to the rule of law.Third,from control to service.Fourth,from the omnipotent to the limited.As an important link of the Internet based government innovation,government WeChat is relying on its strong social,high content internalization rate,integrated service ability and other advantages to promote the government,the rule of law government,the service government and the limited government.In terms of government new media’s case studies,this paper aims at the current theoretical research of government new media,which is mainly based on traditional qualitative research methods,and the phenomenon of lack of quantitative research has been improved.I found that,after the development of new government media,the data on the Internet showed a blowout growth.The Tencent chief penguin,for example,in the opening of government from the perspective of the qualitative research and quantitative research,to investigate the behavior of the government and government agencies use the new media,the new media government study has important theoretical value,but also for the government to improve government ability,scientific use of new media to provide substantive suggestions develop relevant strategies.更多还原