突发公共事件中微信传播研究

发布时间：2018-03-06 10:27

本文选题：突发公共事件　切入点：微信传播　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着社会经济的发展,人们的公权意识逐渐增强,经历了网络社区、博客和微博等网络工具的熏陶之后,微信作为一种基于强关系建立的社交媒体平台,私密性、互动性、即时性等特点使其在突发公共事件频发的当代扮演着越来越重要的角色。本文以利用新媒体技术进行信息传播而迅速发展的微信作为研究主体,综合运用文献法、比较研究法、案例分析法以及内容分析法等多种研究方法对微信在突发公共事件的传播表现、特点与正负效应进行了研究与总结。文章在分析已有的与微信传播模式相关的理论研究基础上,理清了微信主要有定向式、裂变式和扁平式传播三种模式。在突发公共事件传播中,微信经历了萌芽期的积累,正走向高速的发展期阶段。文章结合实际案例,从微信传播的外在传播表现和内在信息特点两个部分分析了微信在突发公共事件传播中的内在规律。发现相比普通新闻事件,突发公共事件中的微信传播在传播主体、传播秩序和传播周期上都有明显差异。本文的重点在于通过前文的论述来探讨突发公共事件中微信传播的传播机制和模型,通过理清微信传播突发公共事件时的正负作用,为后文提出风险规避策略做引导。本文选取了自2011年以来几大经由微信传播和扩散的突发公共事件为样本,以数据和事实阐释微信传播突发公共事件时的正效应包括提供线索、传递信息、互动交流、畅达指挥、推动舆论,负效应则体现为认知片面、信息茧房、谣言泛滥、信息过剩、传播失效。针对这些负效应,本文试图从政府、传统媒体、运营商和微信用户四大主体提出优化微信传播秩序、规避微信传播突发公共事件的风险的策略,以期让微信在突发公共事件的传播中更好的扬长避短,促进社会和谐共建。
[Abstract]:With the development of society and economy, people's consciousness of public right is gradually strengthened. After the influence of network tools such as online community, blog and Weibo, WeChat is a social media platform based on strong relationship, which is private and interactive. The characteristics of immediacy make it play a more and more important role in the times of frequent public emergencies. This paper takes WeChat, which uses the new media technology to spread information and develops rapidly, as the main body of research, synthetically applies the literature method and the comparative research method. Several research methods, such as case analysis method and content analysis method, have studied and summarized the communication performance, characteristics and positive and negative effects of WeChat in public emergencies. This paper clarifies the three main modes of WeChat communication: directed, fission and flat. In the process of public emergency communication, WeChat has experienced the accumulation of budding period and is moving towards a high speed stage of development. This paper analyzes the internal law of WeChat in the public emergency communication from the external communication performance and the internal information characteristics of WeChat communication, and finds that the WeChat communication in the public emergency communication is in the main body of communication, compared with the ordinary news event. There are obvious differences in communication order and communication cycle. The emphasis of this paper is to discuss the communication mechanism and model of WeChat communication in public emergencies, and to clarify the positive and negative effects of WeChat communication on public emergencies. In this paper, several public emergencies spread through WeChat since 2011 are selected as samples, and the positive effects of WeChat communication on public emergencies are explained by data and facts, including providing clues. Transmission of information, interactive exchanges, smooth command, promotion of public opinion, negative effects are reflected in one-sided cognition, information cocoons, widespread rumors, excessive information, and ineffective dissemination. In view of these negative effects, this paper attempts to analyze these negative effects from the government and the traditional media. Operators and users of WeChat put forward the strategy of optimizing the order of WeChat communication and avoiding the risk of public emergencies in WeChat, in order to make WeChat better take advantage of its advantages and avoid weaknesses in the propagation of public emergencies, and promote the harmonious construction of the society.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63;G206

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