【作者】 李炜；

【导师】 董雪梅；

【作者基本信息】 山东大学 ， 公共管理（专业学位）， 2022， 硕士

【摘要】 随着科学技术的进步,公众获取信息的渠道发生了改变,政务新媒体也逐渐走入公众视野,为建设服务型、创新型政府提供了新思路、新途径,而融媒体的发展又为政务新媒体内容生产提供了新的支撑。当前网络舆论环境复杂,政务新媒体是政府在网络舆论场赢得话语权的重要途径。中国共产党十九届四中全会通过决定,中国将构建网上网下一体、内宣外宣联动的主流舆论格局,建立以内容建设为根本、先进技术为支撑、创新管理为保障的全媒体传播体系。政务新媒体的利用、创新与发展是题中之义。本文在进行政务新媒体运营问题研究时,选取了共青团山东省委的官方新媒体账号“青春山东”为研究对象,运用问卷调查、统计分析和半结构式访谈等研究方法对该账号在各个新媒体平台的发展现状、经验做法和产生问题开展实例论证。在论证过程中首先采用问卷调查的方法,对该账号实际运营团队发放调查问卷,并通过数据统计分析回收的问卷调查结果。再通过半结构式访谈的方法,选取了“青春山东”三个主要平台的运营负责人进行访谈,获取更多一线运营人员的实际工作感受,与问卷调查结果互为补充,一起分析出“青春山东”政务新媒体账号运营过程中存在的问题,深入挖掘问题形成的原因。然后通过对政务微博号运营典型案例“江宁公安在线”和政务抖音号运营典型案例“中国消防”的成功经验分析,一起形成优化政务新媒体账号运营的对策与建议。根据研究发现,“青春山东”在各平台新媒体账号的运营过程中利用高校力量充实队伍、利用媒体力量打造产品、打造平台人设吸引粉丝、打造用户社区稳固粉丝、借助矩阵力量打造话题,确实取得了一定成效,各平台粉丝稳定增长,各平台排名也逐年提高,网络舆论环境明显改善,为实际工作提供了载体。但是依然存在新媒体运营人员获得感弱、新媒体运营资金匮乏、各平台宣传同质化严重、内容审核流程冗长等问题。为进一步优化政务新媒体运营策略,本文通过分析研究,从明确政务新媒体发展目标、理清政务新媒体发展导向、优化政务新媒体运营方式三个维度给出优化建议,旨在提升政府通过新媒体手段服务公众的成效,塑造良好政府形象。更多还原

【Abstract】 With the progress of science and technology and the change of people’s access to information,government new media has increasingly become an important channel for the communication between the government and the public,providing new ideas and new ways for the construction of service-oriented and innovative government,and the development of financial media has provided new support for the production of government new media content.At present,the network public opinion environment is complex,and the new government media is an important way for the government to win the right to speak in the network public opinion field.The Fourth Plenary Session of the 19th CPC Central Committee decided that China will build a mainstream public opinion pattern integrating online and offline,internal and external publicity,and establish an all media communication system based on content construction,supported by advanced technology and guaranteed by innovative management.The utilization,innovation and development of new government media is the meaning of the topic.In the research on the operation of government new media,this paper selects the official new media account "Youth Shandong" of Shandong Provincial Committee of the Communist Youth League as the research object,and uses research methods such as questionnaire survey,statistical analysis and semi-structured interview to demonstrate the development status,experience,practices and problems of this account on various new media platforms.In the process of demonstration,firstly,the questionnaire survey method is adopted to distribute the questionnaire to the actual operation team of the account,and the questionnaire survey results are collected through data statistical analysis.Then,through the method of semi-structured interview,the operation principals of the three main platforms of "Youth Shandong"are selected for interview,so as to obtain the actual work feelings of more front-line operators,complement each other with the questionnaire survey results,analyze the problems existing in the operation of "Youth Shandong" government new media account,and deeply explore the causes of the problems.Then,through example of Weibo Operation:Jiangning Public Security Online and example of Tiktok Operation:China Fire Protection and forms a new strategy and suggestion to optimize the operation of the new media account.According to the research findings,"Youth Shandong" has indeed achieved certain results in the operation process of new media accounts on various platforms by using the strength of colleges and universities to enrich the team,using the strength of media to build products,building platform positioning to attract fans,building user communities to stabilize fans,and building topics with the help of account matrix.The fans on various platforms have increased steadily;the ranking of various platforms has also increased year by year;and the public opinion environment has been significantly improved,providing a carrier for practical work.However,there are still some problems,such as weak sense of gain of new media operators,lack of new media operating funds,serious homogenization of publicity on various platforms,lengthy content audit process and so on.In order to further optimize the operation strategy of government new media,through analysis and research,this paper gives optimization suggestions from three aspects:clarifying the development goal of government new media,clarifying the development orientation of government new media and optimizing the operation mode of government new media.The purpose is to improve the operation effect of government new media by improving the operation strategy of government new media,so as to improve the effect of the government serving the public through new media,and shape a good government image.更多还原