政务新媒体视角下地方政府形象塑造研究

【作者】 王静；

【导师】 吴业苗； 李卓蓉；

【作者基本信息】 南京师范大学 ， 公共管理（专业学位）， 2022， 硕士

【摘要】 随着移动互联网的蓬勃发展,社会公众参与政治生活的意愿愈发强烈。我国政务新媒体经历了萌芽起步、规范发展、完善普及三个发展阶段,目前虽然发展仍然参差不齐,但运营不断成熟、影响逐渐深远,已经成为公众政治参与的重要渠道,为塑造公开、高效、亲民、可信的政府形象提供了崭新窗口。但与此同时,互联网信息传播的即时性、公开性、不可控性也为政府治理带来前所未有的挑战,考验着政府的网络互动能力、舆论引导能力和危机应对能力。本文以“@南京发布”政务微博为案例,通过调查梳理其日常运营模式及在“南京禄口机场7.20疫情”公共危机事件中的运营管理,分析政务新媒体的运营传播效果及对地方政府形象塑造的影响作用。结合政府形象系统理论,本文归纳得出,目前地方政务新媒体由于运营理念不清晰、运营制度不健全、运营队伍不专业、运营维护不充分,在影响力、互动力、引导力、成长力方面均尚存不足。基于以上分析,针对性提出明确政务职能定位、健全运营管理制度、优化媒体运营主体、创新运营维护手段四方面对策建议,以期利用政务新媒体有效提升地方政府形象。更多还原

【Abstract】 With the vigorous development of mobile Internet,the willingness of the public to participate in political life is becoming stronger and stronger.China’s new government media has experienced three development stages: germination,standardized development,improvement and popularization.At present,although the development is still uneven,its operation is constantly mature and its influence is gradually far-reaching.It has become an important channel for public political participation and provides a new window for shaping an open,efficient,people-friendly and credible government image.But at the same time,the immediacy,openness and uncontrollability of Internet information dissemination have also brought unprecedented challenges to government governance,testing the government’s network interaction ability,public opinion guidance ability and crisis response ability.Taking the government microblog of "@ Nanjing release" as an example,this paper investigates and combs its daily operation mode and operation management in the public crisis of "July 20 epidemic in Nanjing Lukou Airport",and analyzes the operation and communication effect of government new media and its impact on the image shaping of local government.Combined with the government image system theory,this paper concludes that due to the unclear operation concept,imperfect operation system,unprofessional operation team and insufficient operation and maintenance,the local government new media still has deficiencies in influence,interaction,guidance and growth.Based on the above analysis,this paper puts forward four countermeasures and suggestions to clarify the orientation of government functions,improve the operation and management system,optimize the main body of media operation and innovate the means of operation and maintenance,in order to effectively improve the image of local government by using the new media of government affairs.更多还原