政府网络回应创新的行动逻辑——以政务短视频“你点我查”为例  

The Action Logic of the Innovation of Government Online Response:Taking the Short Video of Government Affairs“You Point and I Check”

作　　者：李婧 魏巍 LI Jing;WEI Wei

机构地区：[1]天津师范大学政治与行政学院

出　　处：《信息技术与管理应用》2024年第5期71-82,共12页Information Technology and Management Application

基　　金：国家社会科学基金面上项目“‘互联网+监管’对营商环境的影响研究”(23BZZ039);天津市大学生创新训练计划项目“‘你点我查’:政民互动视角下政府网络回应机制创新研究——以政务抖音号‘成都市场监管’为例”(202310065139)。

摘　　要：政府网络回应直接关系公共服务的供给与社会善治的生发,然而互联网的匿名性、不可预测性、相对无组织性等特征使政府回应环境变得复杂。政务短视频作为“互联网+政务”民主形式的延伸和再创,影响着新媒体时代政民网络互动的质量和效率。本研究在“政府行为-公民体验”双轮视角的基础上运用网络集体行动认同情绪模型,以成都市市场监督管理局的政务短视频“你点我查”治理实践为例,通过对相关政策信息进行收集和对视频弹幕进行爬取,探究其如何实现政府网络回应创新和回应效益最大化。研究发现:政务短视频“你点我查”模式总体上呈现出精准定位、公共参与、沉浸实录的策略,采取凝聚认同、交互评价、引导情绪、简化行动的行动逻辑。对此,提升政府回应敏捷能力、增强回应内容的感知价值是实现政府网络回应效益最大化的有效路径。The government's online response is directly related to the supply of public services and the generation of good social governance.However,the characteristics of the Internet,such as anonymity,un-predictability and relatively unorganized,make the government response environment become more compli-cated.As the extension and re-creation of the democratic form of"Internet+government affairs",govern-ment short video affects the quality and efficiency of the online interaction between the government and the people in the new media era.Based on the two-round perspective of"government behavior-citizen experi-ence",this study applies the network collective action identification emotion model,takes the governance practice of"you point and I check"in the short government affairs video of Chengdu Market Supervision Bu-reau as an example,and explores how to achieve innovation in the government's online response mode and maximize the response benefits by collecting relevant policy information and retrieving video bullets.Results show that the"you point and I check"mode of government short video generally presents the strategy of ac-curate positioning,public participation and immersion in recording,and adopts the behavioral logic of cohe-sive identification,interactive evaluation,guiding emotions,and simplifying actions.Therefore,improving the agile ability of government response and enhancing the perceived value of response content are effective ways to maximize the benefits of government network response.

关 键 词：政民互动 政府回应 政务短视频 网络集体行动 群际情绪 

分 类 号：C939[经济管理—管理学]