【摘要】 社交媒体时代公众话语权不断提升，打破了传统媒体时代“政府-媒体-公众”单向度的政府形象传播路径。公众在政府形象传播中不再是消极的反馈者，而是更为积极的参与者。社交媒体为政府形象传播过程中的政府和公众提供了更丰富的互动渠道。“淄博烧烤热”期间，大量用户生成内容塑造了热情、高效、创新、协作的淄博政府形象。文章对淄博市政府在烧烤热期间的形象传播过程进行了梳理，分析淄博市政府在形象传播过程中，公众传播者和接收者的双重角色及用户生成内容的议程设置功能。研究认为，在社交媒体时代，公众是地方政府形象传播中的重要主体，公众关注话题在政府形象传播初期起到反向议程设置的作用；用户生成内容中的政府形象比官方媒体报道中的政府形象更具感染力；此外，感知娱乐性和感知有用性让公众参与行为具有偶然性和不可控性，需要政府及时参与引导并进行议程设置，才能充分利用网络热点塑造良好的政府形象。更多还原

【Abstract】 In the era of social media, the public’s discursive power continues to grow, breaking the unidirectional “governmentmedia-public” path of government image dissemination in the traditional media era. The public is no longer a passive respondent in the dissemination of government image, but a more active participant. Social media provides richer interactive channel for both the government and the public during this process. During the Zibo barbecue craze, a large amount of user-generated content(UGC) helped the Zibo municipal government shape an image of being enthusiastic, efficient, innovative, and collaborative. By reviewing the process of the Zibo municipal government’s image dissemination during the barbecue craze, the study clarifies the dual roles of the public as both disseminators and receivers, as well as the agenda-setting function of UGC in the government’s image dissemination process. It argues that in the social media era, the public plays a significant role as a key actor in the dissemination of local government image. Public topics of interest serve a reverse agenda-setting function in the early stages of government image dissemination. The government image portrayed in UGC is more compelling than that in official media reports. Furthermore, perceived entertainment and perceived usefulness lend an element of randomness and unpredictability to public participation behaviors. To fully leverage online trends for government image building, timely government intervention, guidance, and agenda-setting are required.更多还原