政务微博“蹭热点”现象研究  

Study on the Phenomenon of Free Ride on Hot Topics of Government Affairs Microblog

作　　者：沈霄[1] 王国华[1] 季楚玮 Shen Xiao;Wang Guohua;Ji Chuwei(College of Public Administration, Huazhong University of Science and Technology, Wuhan 430074)

机构地区：[1]华中科技大学公共管理学院,武汉430074

出　　处：《情报杂志》2019年第3期108-113,共6页Journal of Intelligence

基　　金：国家社会科学基金青年项目"政务新媒体对青年群体的政治影响研究"(编号:17cxw026)

摘　　要：[目的/意义]近年来,政务微博蹭热点现象屡见不鲜,其效果有好也有坏,对这类现象进行剖析,使政务微博更好的利用热点巧妙借力,与"围观"群众产生情感共鸣,对提高政务微博的知名度,塑造良好的政府形象有着重大的意义。[方法/过程]通过文本分析法对2015年6月-2018年2月期间发生的16个政务微博蹭热点的案例进行研究,发现政务微博主要蹭的是突发热点;蹭热点最活跃的是公安类微博;蹭热点成功与失败的案例在情感偏向、语言风格、内容属性、立场倾向等四个维度具有较为明显的差异。[结果/结论]最后从四个不同的角度提出政务微博蹭热点的方法和技巧、应规避的措施与思路,以便政务微博在蹭热点时用网言网语"有话好好说",避免公共价值"跑偏"和"失焦",回归"织博为民"的初衷和核心价值。[Purpose/Significance] The phenomena of free ride on hot topics of government affairs microblog have frequently occurred in recent years, and there are good and bad results. It is of great significance in improving the visibility of the government affairs microblog and shaping a good government image to analyze such phenomena and help the government affairs microblog use the hot topics cleverly and leverage emotions with the "crowd" people.[Method/Process] Text analysis analysis method were used to research the 16 cases of free ride on hot topics of government affairs microblog that occurred during the period from June 2015 to February 2018. This study found that the main hot topics involved in the government affairs microblog free-ride are sudden hot topics;the most active government affairs microblog doing so is the public security microblog;the cases of success and failure to free ride on hot topics have obvious differences in the four dimensions of emotional bias, language style, content attributes, and positional tendency.[Result/Conclusion] Finally, this paper put forward the methods and techniques, and the measures and ideas that should be avoided by government free ride on hot topics of government affairs microblog from four different perspectives, in order to help government affairs microblog use net languages to communicate with the pubic appropriately, avoiding "deviations" and "losing focus" of public values and returning to the original intention and core value of "service for the people".

关 键 词：政务微博 蹭热点 情感偏向 语言风格 立场倾向 

分 类 号：G203[文化科学—传播学]