【作者】 陈林；

【导师】 何修猛；

【作者基本信息】 华东师范大学 ， 公共关系， 2019， 硕士

【摘要】 全国文明城市创建过程中,政府主导的动员是引导民众参与的有效方式,议题的设置直接关乎动员的感召值,需要获得知识学的关注。本文采用文献研究法、个案研究法和访谈法,以上海市M区创建全国文明城区动员中的议题建构为个案,研究创建全国文明城市动员中议题建构的实践,分析其中存在的问题,提出相应的优化思路。论文基于近10年议题和议题建构的学术文献的梳理,从公共传播视角界定了动员、议题的内涵,立足议题建构的一般图景,根据政府、媒体和公众角色行为的递进关联,提出了以议题提出与具化、议题扩散与传播、议题认同与完成为核心流程的创建全国文明城市动员议题建构模式。遵循这个框架,论文以上海市M区创建全国文明城区动员中的议题建构为分析对象,简要介绍了其动员的基本方式,呈现了动员议题的类别和特点,考察了不同行为主体在议题建构中的角色定位,概括了M区议题建构的基本方式,在肯定M区遵循民本工作理念、政府主导议题建构、议题指向民生工作、全方位却有重点地建构动员议题、采用多样形式呈现议题内容等经验的基础上,侧重总结了M区政府在动员议题建构中存在的问题,即建构的议题未能切中公众关心点、议题媒体安排缺乏整合性、议题传播设计缺乏互动机制,并缺乏引导公众认同议题、完成议题的基本保障,同时还从政府视角进行了问题的归因分析。论文的最后部分,立足议题建构模式,针对问题和原因,提出政府既要加强学习、转变态度,不断提升议题建构能力;又要尊重公众在议题建构中的主体间性地位,努力满足公众的议题需求,与公众强化议题互动,充分调动公众议题建构与认同的主动性;同时还需要从议题扩散角度完善策略与布局,整合议题传播渠道,探索城市营销的议题传播思路,达成动员共识,为创建全国文明城市创造良好的舆论环境和公众基础。更多还原

【Abstract】 Government-oriented mobilization is an effective way to guide the public to participate in the process of establishing national civilized cities.The construction of agendas is directly related to the inspiration value of mobilization,which requires the attention of knowledge studies.By using the methods of literature study,case study and interview,this thesis takes M district of Shanghai as an example to study its practice of agenda building of mobilization in establishing a national civilized city and analyzes its problems to put forward some optimization suggestions.Based on the review of academic literature on agendas and agenda building in the past 10 years,this thesis defines the key concepts of mobilization and agendas from the perspective of public communication.According to the general picture of agenda building and the relationship among government,media and the public,this paper proposes an agenda building model of mobilization in establishing national civilized cities,which focuses on three stages of initiation and specification,communication and expansion,and entrance and reorganization.Following this framework,this thesis takes M district as an example to briefly introduce its mobilization methods,present the categories and characteristics of mobilization agendas,analyze different behavior subjects in agenda building process and summarize ways of agenda building.When establishing national civilized cities,the government of M district follows the peopleoriented work concept,leads the agenda building process,build the agendas comprehensively but emphatically,and presents agenda contents in various forms.Besides,the agendas proposed by government are close to people’s life.By analyzing the agenda building experience of M district,this paper concludes some problems.First,the agendas fails to meet people’s needs.Second,the layout of media arrangement is lack of integration.Third,there are shortcomings in interactive mechanism for agenda communication process.Last,there are disadvantages in mechanism for guiding people to recognize and fulfill mobilization agendas.At the same time,reasons of these problems are discussed from the point of the government.In the last part of the thesis,some optimization and improvement suggestions are introduced based on the agenda building model and problems and reasons existing in M district.The government should enhance its learning ability and change its attitude to improve agenda building capacity.In addition,the government needs to respect the public’s intersubjective status in agenda building process.The government should try to meet people’s needs,strengthen interaction with the public,and fully mobilize their initiative and enthusiasm.Besides,it is also necessary to polish strategies and layouts in communication and expansion stage of agenda building.The government should integrate the channel of expansion,and explore new communication ideas for mobilization agendas from city marketing to reach mobilization consensus and provide a good public opinion environment and public foundation for establishing national civilized cities.更多还原