微博传播模式下的公共危机管理挑战

发布时间：2018-03-23 18:40

本文选题：微博　切入点：信息传播　出处：《中央民族大学》2013年硕士论文

【摘要】：微博作为一种新型传播媒体在我国发展迅猛。2009年至今,短短几年使用客户已达2.74亿,用户每日信息发布量近2亿条。随着越来越多社会各群体加入到微博使用中来,微博逐渐发展成为中国最具活力的信息发布平台和舆论场所。但是,不同于传统媒介,微博的使用模式又决定了微博具有容易滋生谣言和裂变式快速传播谣言的特点,这为由谣言引发的公共危机预防和处理提出了新挑战。目前,中国正处于社会转型期,各种社会矛盾凸显,作为引领性的舆论平台,微博的健康发展,不仅有利于净化网络环境,同时还事关社会的稳定和发展。另一方面,微博逐渐衍生为民众利益诉求的平台,当民意诉求不断通过微博汇聚,政府又未能及时控制舆论和谣言时,往往容易导致社会突发事件爆发,使政府面临信任或权力危机。因此,面对微博发展的大势,不躲不避,积极参与、探索微博的使用是政府加强和创新社会管理的重要组成部分。本论文通过重点对微博使用功能以及传播模式的探讨,围绕微博环境下产生的谣言和谣言的传播,从理论、现实、技术等方面分析微博给公共危机管理带来的挑战,并提出相应管理办法。主要依照以下逻辑展开：首先,对什么是微博进行描述,并概括总结微博发展的历史沿革和致使微博迅速发展的自身特点；其次,分析公共危机的特点和传播,重点分析政府、媒体、公众三者在危机传播中的博弈关系,为微博公共危机管理提出方案打下基础；再次,重点剖析微博信息的传播模式,分别对点对多模式、病毒传播模式以及交互式传播进行技术分析,悉知微博环境下信息的流动规律,为预防微博谣言诱发的公共危机提供技术支持；接着,结合案例具体了解目前我国微博公共危机管理的现状及问题,为进一步完善管理提供依据；最后,立足微博公共管理的不足,针对性提出管理对策,使管理对策具有现实意义。
[Abstract]:Weibo, as a new type of communication media, has developed rapidly in our country. Since 2009, the number of users using customers has reached 274 million, and the amount of daily information published by users is nearly 2000.As more and more social groups join in the use of Weibo, Weibo has gradually developed into China's most dynamic information publishing platform and place of public opinion. However, unlike the traditional media, the use mode of Weibo has decided that Weibo is characterized by the easy breeding of rumors and the rapid spread of fission rumors. This poses a new challenge to the prevention and management of public crises caused by rumors. At present, China is in a period of social transformation, with all kinds of social contradictions highlighted, and Weibo, as a leading public opinion platform, has developed healthily. It is not only conducive to purifying the network environment, but also related to the stability and development of society. On the other hand, Weibo has gradually become a platform for people's interest demands, when public opinion appeals continue to converge through Weibo. When the government fails to control public opinion and rumors in a timely manner, it tends to lead to the outbreak of social emergencies, which makes the government face a crisis of trust or power. Therefore, in the face of the general trend of Weibo's development, it is difficult to avoid and take an active part in it. To explore the use of Weibo is an important part of the government to strengthen and innovate social management. This paper focuses on Weibo's use of function and communication mode, focusing on the spread of rumors and rumors generated under the environment of Weibo, from the theory, reality, technology and other aspects to analyze the challenges to the public crisis management brought by Weibo. And put forward the corresponding management methods. Mainly according to the following logic: first, describe what is Weibo, and summarize the historical evolution of the development of Weibo and the characteristics of the rapid development of Weibo; secondly, Analyzing the characteristics and spread of public crisis, focusing on the game relations among government, media and public in crisis communication, laying a foundation for Weibo's public crisis management. Through the technical analysis of point-to-multi-mode, virus transmission mode and interactive transmission, we have learned about the rules of information flow in Weibo's environment, and provided technical support for preventing the public crisis caused by Weibo rumors. Combined with the specific case to understand the current situation and problems of Weibo's public crisis management, to provide the basis for further improvement of management; finally, based on the deficiencies of public management, put forward management countermeasures, so that the management countermeasures have practical significance.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：D63

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