政务微信对政府形象的塑造研究

发布时间：2018-04-26 03:16

本文选题：政务微信 + 政府形象　；参考：《华中科技大学》2015年硕士论文

【摘要】：随着媒介技术的不断发展,网络时代的到来,社会舆论环境与传统媒体时代相比发生了翻天覆地的变化,公民拥有更多了解国家事务,表达个人观点的渠道。政府如何满足公众日益增长的对政务信息知情权的渴求,怎样拉近与公众的心理距离,赢得公众的信赖,增强政府公信力,树立良好政府形象,是政府亟需思考实践的问题。2013年,政务微信兴起。政务微信作为指尖上的“政”能量,致力于发展成为移动化的信息发布平台,创新型的便民服务空间,其为政府形象的塑造传播提供了新的渠道。本文探讨政务微信与政府形象之间的关系,分析政务微信的功能,运用政府形象识别理论,研究政务微信功能的实现对政府形象提升的正面影响。首先分析政务微信兴起的动因,从发展趋势、地缘分布、运营机构类别分布、内容主题分布四个方面总结政务微信的发展现状;其次分析政务微信的特征、功能,发现其具有运营主体的权威性、互动沟通的私密性等几大特征,以及信息公开、政务服务、社会监督三大功能,功能的实现为政务微信对政府形象塑造产生影响奠定了基础;再次,从政府形象的理念、行为、视觉三大构成系统的角度,探析政务微信对政府形象产生的影响,发现其通过保障公民知情权、监督权,促进信息公开,体现“服务型政府”建设理念,从而达到提升政府形象的目的,并对“上海发布”进行个案研究;最后通过对“微大庆”等政务微信运营人员的访谈,结合资料分析和对大量政务微信的使用体验,发现政务微信塑造政府形象存在管理的专业化能力欠缺,服务效能低下,评价标准有待完善和影响力较弱等不足,并根据相关问题提出组建专业化运营团队,从内容建设和服务功能等方面提高政务微信运营质量,建立完善的政务微信运营机制,多方合力扩大政务微信影响力等建议。
[Abstract]:With the continuous development of media technology and the arrival of the network era, the environment of public opinion has changed dramatically compared with the traditional media era. Citizens have more channels to understand national affairs and express their personal views. How does the government satisfy the public's growing thirst for the right to know about government affairs information, how to close the psychological distance between the public and the public, how to win the trust of the public, how to strengthen the credibility of the government, and how to establish a good image of the government. It is an issue that the government urgently needs to think about in practice. In 2013, the government WeChat rose. Government WeChat, as the "political" energy at the fingertips, devotes itself to the development of a mobile information publishing platform and an innovative and convenient service space, which provides a new channel for the shaping and dissemination of the government image. This paper probes into the relationship between government WeChat and government image, analyzes the function of government WeChat, and studies the positive influence of the realization of government WeChat on the promotion of government image by using the theory of government image recognition. Firstly, it analyzes the motivation of the rise of government WeChat, summarizes the current situation of the development of government WeChat from four aspects: development trend, geographical distribution, category distribution of operation organization, content and theme distribution, and then analyzes the characteristics and functions of government WeChat. It is found that it has the authority of the main body of operation, the privacy of interactive communication, as well as three major functions of information disclosure, government affairs service and social supervision. The realization of the function lays a foundation for the influence of government WeChat on the government image. Thirdly, from the point of view of the concept, behavior and vision of the government image, this paper analyzes the influence of the government WeChat on the government image, and finds out that the government WeChat can promote the publicity of information by protecting the citizens' right to know, the right to supervise, and the right to promote the public information. Reflect the concept of "service-oriented government" construction, so as to achieve the purpose of improving the image of the government, and carry out a case study of "Shanghai issue". Finally, through the interview of the WeChat operators of government affairs, such as "micro-Daqing", Based on the analysis of the data and the experience of using a large number of government WeChat, it is found that the government image of government WeChat has some shortcomings, such as the lack of professional management ability, the low efficiency of service, the lack of evaluation standards and the weak influence, etc. According to the related problems, the paper puts forward some suggestions, such as setting up specialized operation team, improving the operation quality of government WeChat from the aspects of content construction and service function, establishing a perfect operating mechanism of government WeChat, and expanding the influence of WeChat in many ways.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630;G206

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