政务微博传播机理、影响因素及其对策  

On the Mechanism and Influence Factors of Government Microblog Communication as well as Its Countermeasures

作　　者：靖鸣[1,2] 张孟军 JING Ming;ZHANG Meng-jun(School of Journalism and Communication,Nanjing Normal University,Nanjing 210097,China;School of Journalism,Communication,Communication University of China Nanjing,Nanjing 211174,China;School of Journalism and Communication,Hebei Institute of Media,Shijiazhuang 051430,China)

机构地区：[1]南京师范大学新闻与传播学院,江苏南京210097 [2]南京传媒学院新闻传播学院,江苏南京211174 [3]河北传媒学院新闻传播学院,河北石家庄051430

出　　处：《山西大学学报（哲学社会科学版）》2021年第6期60-68,共9页Journal of Shanxi University(Philosophy and Social Science Edition)

基　　金：国家社会科学基金项目“新浪‘大V’传播行为失范与应对研究”(14BXW029)。

摘　　要：新时代政务微博在代表政府问政、方便群众生活和维护政府形象等方面越来越受到重视。回顾政务微博12年的快速发展,政务微博在沟通信息、满足公众需求等方面发挥了重要作用。当然,政务微博在传播过程中也存在一些现实问题。文章运用文献研究、交叉研究和理论阐释等方法,旨在分析新时代政务微博顺畅运行的机理。研究发现,政务微博传播动力源于“解释的需求”和“技术的反塑造”,基于“互动”的政务微博的传播机理,应从“传”和“受”两个维度观照,由此分析影响政务微博传播的因素,提出新时代政务微博传播的应对策略。Government micro-blogging in the new era has drawn more and more attention in representing the government in administration,facilitating people′s life and maintaining the government image.Reviewing its rapid development in the past 12 years,the government microblog has played an important role in communicating information and meeting public meeds.Undeniably,there are some practical problems in the communication process of government microblog.This study uses the methods of literature research,model research and theoretical interpretation to analyze the mechanism of smooth operation of government microblog in the new era.The study finds that the commumication power of government microblog stems from“the need for interpretation”and“the anti-shaping of technology”.The communication mechanism of government microblog based on“interaction”can be considered from two dimensions of“passing”and“accepting”,from which the factors affecting it can be obtained,and then the countermeasures to the communication of government microblog in the new era can be put forward.

关 键 词：政务微博 传播动力 传播机理 对策 

分 类 号：D630[政治法律—政治学] G206[政治法律—中外政治制度]