【作者】 张建；

【导师】 周光辉；

【作者基本信息】 吉林大学 ， 公共管理硕士（专业学位）， 2016， 硕士

【摘要】 近年来,在新一轮科技革命加速推进和移动互联技术加速发展的大背景下,全球范围内的传统媒体与新兴媒体深度融合,出现了一批影响力巨大的新兴媒体集团,快速集聚了超过以往任何时候的传播优势和影响力,在更大范围和更广阔的空间影响和引领着社会舆论和主流思潮,也深度影响着全球各国的政府治理。媒体融合环境下,我国政府尤其是各级地方政府应该采取何种策略有效应对舆论,成为摆在很多人面前的重大课题。本文主要围绕当前国内外传统媒体与新兴媒体快速融合发展的新形势,结合传播学和管理学相关理论和实践,介绍我国各级政府尤其是地方政府应对舆论面临的新局面。本文从媒体融合发展给政府应对舆论带来的机遇与挑战、媒体与政府关系、媒体与舆论的关系、政府应对舆论的现状及能力等方面着手,客观分析媒体融合发展环境下,我国地方政府应对舆论存在的体制机制不完善、专业化程度低、应对能力差等问题,并指出了症结所在。同时,本文通过新近发生的一些重大典型性案例进一步印证相关观点,具体分析地方政府应对舆论成功经验和失败教训,明确指出一些地方政府存在应对舆论不科学不专业、政府官员媒体融合素养差、体制机制存在短板等问题。针对这些问题,结合媒体融合发展的趋势和特点,提出应对策略和建议。媒体融合发展的趋势已经不可逆转,以互联网等新媒体为代表的传播平台和矩阵拓宽了公众参与、制造和传播舆论的渠道,也为进一步放大这些矛盾和冲突提供了具体平台和实施路径,进一步加强这方面的研究工作对于解决我国当前的现实问题已经非常迫切。建议地方政府以改革的姿态加快推动体制机制革新、官员应对能力和素质提升、人才资金保障和专业化队伍建设,为提升地方政府应对舆论的层次和水平,提升地方政府治理和执政水平,实现执政科学化、民主化、制度化奠定坚实基础。更多还原

【Abstract】 Traditional and Internet-based new media are converging rapidly in China as the government throws support behind media modernization, as Weibo, WeChat, APPs, Live platform VR tech are developing very fast, which help all kinds of media gathered the influence andnews spread advantagethan ever.Journalists are increasingly using new technology and formats in production and distribution,makingtheirservices more interactive and allowingmore user-generated content.Supporting traditional and new media convergence is high on the agenda of China’s leadership. In August 2014, the central leading group for deepening overall reform headed by President Xi Jinping, adopted a guidelineestablishing media convergenceas a national strategy.This article focus on media convergence’s opportunity and challenge, the relationships between media and government, the relationships between media and mass media,countermeasures of governments’ abilities and current situation, giving analysis and summaries about present problems facing by governments, and give suggestions to deal with and update theiroldideas.Now there exist dangerous factors that will and disturb and influence the stability of politics and social stability, in the transitional period of China, government should take actions to change traditional managements.Especially the public opinion guidance should suits today’s requirements, all stages of governments should effectively control news, information and social and Internet opinion,learninghowto deal withdifferent problems in this newarea.Grassroots governance modernization is an important cornerstone of national governance systems modernization, to have a research on local governments’ media strategy facing media convergence, we can help local government deal with all kinds of mass medias and public opinionsdemocratically, scientifically andwisely.更多还原