政务微博受众的使用与满足研究
发布时间：2018-10-18 07:46
【摘要】：随着网络科技高速发展与新媒体平台的不断涌现,微博这一新媒体的出现正在深刻变革社会舆论、政治话语、公众心理和行为。2010年,微博舆论开始在社会舆论场中渐渐占据主流地位,中国政府部门为了更好地维护社会稳定、舆论稳定、实现良性公共治理,也借助这一新媒体平台大力开设政务微博。伴随政务微博迅速发展蓬勃兴起的势头,微博平台近年来也掀起了一阵“微博问政”热,并波及到诸如微信其他舆论热度强烈的新媒体平台。政务新媒体的开设与不断发展,也为当下中国实现国家治理方式现代化提供了极具参考价值的探索路径。政务微博凭借其先天强大的信息传播力和互动性,若运用得当可称为政府应对网络舆情与突发事件的有效工具,但在具体实践中仍存在不少关键问题。例如政务微博自身定位模糊,不了解用户需求,无法制定有效策略。针对这一典型现象与现实背景,本论文试从受众研究视角切入,通过封闭式的调查问卷(实证量化研究)为背景支撑与以开放式的深度访谈(质化研究)为主相结合的方式,依托大众传播研究领域经典的“使用与满足”理论,对政务微博的受众构成、行为特征做出科学的信息统计与数据调查,对政务微博受众的使用动机和需求满意度进行质化的考量与归纳,从而达到本研究结论具有科学性与完整性。本研究旨在为有效推动政务微博科学发展给出具有参考价值的研究资料与具有可行性的建议与对策。
[Abstract]:With the rapid development of network science and technology and the continuous emergence of new media platforms, the emergence of Weibo, a new media, is profoundly changing public opinion, political discourse, public psychology and behavior. Weibo public opinion began to occupy the mainstream position in the public opinion field gradually. In order to better maintain social stability, public opinion stability and the realization of benign public governance, the Chinese government has also made great use of this new media platform to set up a new media platform with the help of the new media platform Weibo. With the rapid development and vigorous rise of Weibo's government affairs, Weibo platform has also set off a wave of enthusiasm for "asking for political affairs" in recent years, and spread to new media platforms such as WeChat. The opening and continuous development of new government media also provide a valuable way for China to realize the modernization of national governance. Government affairs Weibo can be regarded as an effective tool for the government to deal with network public opinion and emergencies, but there are still many key problems in the concrete practice because of its innate strong information dissemination power and interactive role, if it is properly used, it can be regarded as an effective tool for the government to deal with network public opinion and emergencies. For example, government affairs Weibo's own position is vague, does not understand the user demand, cannot formulate the effective strategy. In view of this typical phenomenon and realistic background, this paper tries to cut from the audience research angle, through the closed questionnaire (empirical quantitative research) as the background support and the open depth interview (qualitative research) mainly unifies the way. Relying on the classical theory of "use and satisfaction" in the field of mass communication, the author makes a scientific information statistics and data survey on the audience structure and behavior characteristics of Weibo. This paper makes qualitative consideration and induction on the motivation and satisfaction of the audience of government affairs Weibo, so that the conclusion of this study is scientific and complete. The purpose of this study is to give some valuable research materials, feasible suggestions and countermeasures for effectively promoting the scientific development of government affairs Weibo.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63
本文编号：2278467
[Abstract]:With the rapid development of network science and technology and the continuous emergence of new media platforms, the emergence of Weibo, a new media, is profoundly changing public opinion, political discourse, public psychology and behavior. Weibo public opinion began to occupy the mainstream position in the public opinion field gradually. In order to better maintain social stability, public opinion stability and the realization of benign public governance, the Chinese government has also made great use of this new media platform to set up a new media platform with the help of the new media platform Weibo. With the rapid development and vigorous rise of Weibo's government affairs, Weibo platform has also set off a wave of enthusiasm for "asking for political affairs" in recent years, and spread to new media platforms such as WeChat. The opening and continuous development of new government media also provide a valuable way for China to realize the modernization of national governance. Government affairs Weibo can be regarded as an effective tool for the government to deal with network public opinion and emergencies, but there are still many key problems in the concrete practice because of its innate strong information dissemination power and interactive role, if it is properly used, it can be regarded as an effective tool for the government to deal with network public opinion and emergencies. For example, government affairs Weibo's own position is vague, does not understand the user demand, cannot formulate the effective strategy. In view of this typical phenomenon and realistic background, this paper tries to cut from the audience research angle, through the closed questionnaire (empirical quantitative research) as the background support and the open depth interview (qualitative research) mainly unifies the way. Relying on the classical theory of "use and satisfaction" in the field of mass communication, the author makes a scientific information statistics and data survey on the audience structure and behavior characteristics of Weibo. This paper makes qualitative consideration and induction on the motivation and satisfaction of the audience of government affairs Weibo, so that the conclusion of this study is scientific and complete. The purpose of this study is to give some valuable research materials, feasible suggestions and countermeasures for effectively promoting the scientific development of government affairs Weibo.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63
【参考文献】
相关期刊论文 前1条
1 相德宝;吴竞yN;;政务微博的现状与发展对策[J];新闻与写作;2012年02期
，本文编号：2278467
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