【作者】 李欣；

【导师】 王辰瑶；

【作者基本信息】 南京大学 ， 新闻与传播（专业学位）， 2021， 硕士

【摘要】 随着我国移动互联技术的不断发展,政府和社会公众之间的沟通渠道变得更加多元化,政务新媒体应运而生。作为新媒体在政务领域的具体应用,政务新媒体在不同传播平台上出现了政务微博、政务微信、政务抖音等多种传播形态,也因其特殊的定位属性产生了不同于一般媒体的实践操作常规。本文通过参与式观察和访谈,调查南京市委市政府新媒体平台“南京发布”如何进行内容生产,以及作为数字时代重要政务信息发布和传播者的政务新媒体如何践行“服务群众,引导群众”的理念发挥社会治理效能。调查发现,“南京发布”编辑部组织架构的特点是团队协作,组建6人工作室,包括1名执行主编和5名编辑,其中两人从传统媒体“借调”而来,角色的转变让她们有了新的职业身份认知;由于多元化工作的需求,编辑们练就了新媒体运营、策划、组织活动等多重技能。“南京发布”的内容运营既有特殊性又有一般性,选题来源以官方渠道为主,全年的生产节奏按时间线计划安排,日常生产保证一日三次,三审把关制度保证质量,多元化互动反馈形式促进政民沟通。“南京发布”作为政务新媒体在构造信息环境方面与普通媒体有所不同,“权威发布,清新服务”的功能定位决定了信息发布的宏观方向是本地文化宣传和重大时政新闻“软硬兼施”,市委宣传部和网信办双重管理的结构设计各有侧重,决定了发布信息具有权威性和可靠性,与传统媒体、自媒体、民生部门等的合作补充了发布信息的丰富性。“南京发布”充分盘活政府资源,以“发布群众关注的政务信息”为宗旨,带动南京市内各区以及民生部门政务新媒体的联动,实现信息的互联互通;建立1小时回应机制参与突发事件和网络舆情处置,确保重大事件面前“不缺位”;坚持“政务新闻发言人”的角色定位,转变理念,放低姿态倾听群众声音,基于民生视角、用大众喜闻乐见的方式搭建沟通桥梁,同时积极引领全市的政务新媒体正向发展,提升了社会治理的水平和质量。更多还原

【Abstract】 With the continuous development of mobile Internet technology in China,communication channels between the government and the public have become more diversified,and new media of government affairs have emerged at the historic moment.As the specific application of new media in the field of government affairs,the new media of government affairs have appeared in different communication platforms,such as government affairs microblog,government affairs We Chat,government affairs Douyin,etc.,and have also produced practice and operation routines different from general media due to its special positioning attributes.Through Participatory observation and interview,This paper investigates how "Nanjing Publishing" produces content as a new media platform of Nanjing Municipal Party Committee and Municipal Government,and how the new government media practices the concept of "serving and guiding the masses" and exerts its social governance efficiency,as an important government information publisher and disseminator in the digital age.According to the survey,the organizational structure of "Nanjing Fabu" new media for government affairs is characterized by teamwork.Six studios were set up,including one executive editor and five editors.Two of them were "seconded" from traditional media to "Nanjing Fabu",and the change of roles gave them new professional identity recognition;due to the demands of diverse work,editors have developed multiple skills such as planning and organizing events The content operation of "Nanjing Fabu" has both particularity and universality.The source of topics is mainly official channels.The annual production rhythm is arranged according to the schedule,daily production is guaranteed three times a day.Content control adopts the third-instance system to ensure quality,and adopts diversified interactive feedback forms to promote communication between the government and the people.As a new media of government affairs,"Nanjing Fabu" is different from ordinary media in constructing information environment,the function of the "authority to release,pure and fresh and service" positioning determines the macro direction of information release is the local cultural propaganda and major current politics as well as invigorating "carrot and stick",municipal party committee propaganda department and the net letter do dual management structure design of each have emphasize particularly on,decided to release the authority and reliability of the information,and traditional media,the media,such as the department of the people’s livelihood cooperation complement the richness of information."Nanjing Fabu" fully utilizes government resources,takes "releasing government information of public concern" as the purpose,drives the linkage of new media of government affairs of various districts and people’s livelihood departments in Nanjing,and realizes the interconnection of information.Establish a one-hour response mechanism to participate in the handling of emergencies and online public opinions,to ensure that there is no shortage of people in front of major events,leading the positive development of new media of municipal government affairs;We have adhered to the role of "spokesman for government affairs",changed our philosophy,listened to the voice of the people with a low profile,and built a bridge of communication from the perspective of people’s livelihood and in a way popular with the public.In this way,we have improved the level and quality of social governance.更多还原