自媒体背景下政府公共关系治理能力的研究

发布时间：2018-03-25 23:51

本文选题：自媒体　切入点：政府公共关系　出处：《重庆大学》2015年硕士论文

【摘要】：21世纪人类已经进入了Web3.0时代,以微博微信为代表的自媒体已经彻底融入大众的生活。人类全然已经进入一个全新的互联网时代。智能手机的普及已经悄然把大众带入全新的网络时代——“自媒体时代”。自媒体是一种全新的交流手段,它能够为公众提供信息生产平台,原滋原味地呈现公众看法意见,是一种传播新闻的途径和即时渠道。以微博微信为代表的自媒体呈现爆破式发展态势。全新的技术重新定义了政府、公众在政府公共关系治理中的角色,冲击了人类以往的交往方式和生活习惯。自媒体时代打开了信息传输渠道,信息途径的多元化打破了传统的官办媒体为主导的一元、单向舆论生成和传播模式。在互联网浪潮中人们开始使用智能手机获取信息以及表达自我利益需求,正是低门栏和方便携带、快速传播的方式,使得网络上的意见和观点很快被发现并获得持续关注。经济的快速发展、政治形态的改变以及外来文化的冲击,加速了我国内部社会矛盾的激化。社会矛盾的激化加速了公共事件的发生频率。公共事件的发生是谣言的温床,给政府公共关系的治理带来了很大阻碍。本文采用了文献归纳、定性分析、问卷调查等研究方法对政府公共关系的现状进行调查研究,并设计调查问卷,再结合时代背景解析自媒体背景下政府公共关系的特点和变化,依据文献的归纳整理重新定义政府公共关系的内涵,分析自媒体传播的特点;试着探寻自媒体与政府公共关系的契合度,即自媒体给予政府公共关系带来的可行性分析,并以实际例子说明。无论身处哪一个时代背景,政府公共关系都是一把双刃剑,一方面政府公共关系是塑造政府形象的有利武器;另一方面不恰当的处理方式可能会给政府公共关系带来更多的舆论,从而造成不必要的负面影响。自媒体背景下的政府公共关系,深受互联网时代的大环境影响,而政府公共关系不同于以往的任何时代,提倡政府公共关系的治理能力,强调治理双方的交互性。公众对于当前信息的传达方式不断提出高要求,思维方式也正发生着巨大的变化。而政府部门如何跟随时代步伐调整公共关系手段,把治理理论融入政府公共关系是当前政府公共关系领域里研究的热点。
[Abstract]:In the 21st century, human beings have entered the era of Web3.0. The self-media represented by Weibo WeChat has been thoroughly integrated into the life of the public. Human beings have entered a completely new Internet era. The popularity of smart phones has quietly brought the masses into a new network age-"Self-media" Time. "Self-media is a completely new means of communication. It provides an information production platform for the public, and presents the public's views and opinions in an original way. The self-media, represented by Weibo WeChat, presents an explosive development trend. The new technology redefines the role of the government and the public in the governance of government public relations. Since the media era, information transmission channels have been opened, and the diversification of information channels has broken the traditional government-run media dominant monolithic. In the wave of the Internet, people began to use smartphones to get information and express their self-interest needs, which is a low gate bar and easy to carry, fast spread way. The rapid development of the economy, the change of political form and the impact of foreign culture. It accelerates the intensification of internal social contradictions in our country. The intensification of social contradictions accelerates the occurrence frequency of public events. The occurrence of public events is the hotbed of rumors and brings great obstacles to the governance of government public relations. Qualitative analysis, questionnaire survey and other research methods to investigate the current situation of government public relations, and design questionnaires, and then combined with the background of the times to analyze the characteristics and changes of government public relations under the media background. This paper redefines the connotation of government public relations according to the literature, analyzes the characteristics of self-media communication, and tries to explore the degree of correspondence between self-media and government public relations, that is, the feasibility analysis of self-media giving government public relations. And with the actual example to explain. No matter which times background, the government public relations is a double-edged sword, on the one hand, the government public relations is the advantageous weapon which molds the government image; On the other hand, improper handling may bring more public opinion to the government's public relations, thus causing unnecessary negative effects. Since the government's public relations in the media background have been greatly influenced by the environment in the Internet age, However, the government's public relations are different from any other times in the past. It advocates the governance ability of the government's public relations and emphasizes the interaction between the two sides of governance. The mode of thinking is also undergoing great changes, and how the government departments follow the pace of the times to adjust the means of public relations, governance theory into the government public relations is the current research hot spot in the field of public relations.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D035

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