政务新媒体“软化”对政府组织声誉的影响机理--一项调查实验  

The Influence of the“Softening”of New Media for Government Affairs on the Organizational Reputation of Government:A Survey Experiment Based on Government WeChat Public Accounts

作　　者：康健 陈梓欣 汪洁 KANG Jian;CHEN Zixin;WANG Jie(School of Public Administration,University of Electronic Science and Technology of China)

机构地区：[1]电子科技大学公共管理学院

出　　处：《公共管理评论》2024年第4期139-162,共24页China Public Administration Review

基　　金：国家社科基金青年项目“基本公共服务均等化推动共同富裕的政策效应评估与路径优化研究”(项目批准号:22CZZ027);四川省哲社重点研究基地区域公共管理信息化研究中心项目“智慧驱动的城乡社区服务有效供给研究”(项目批准号:QGXH22-04)的资助。

摘　　要：政务新媒体是网络时代政民互动的关键窗口,对政府组织声誉具有显著影响。政务新媒体“软化”是其通过发布偏娱乐化、非正式化的信息,采用有趣通俗的标题或活泼的写作风格等方式吸引公众关注政务信息的行为。近年来,政务新媒体“软化”趋势愈发明显,并引发了对政府组织声誉影响的广泛争议。然而,政务新媒体“软化”策略是否能够有效提升政府组织声誉,以及其影响政府组织声誉的具体机制,仍是亟待探讨的问题。本文应用ELM模型和组织声誉理论构建了政务新媒体“软化”对政府组织声誉的影响模型,通过477份调查实验数据的实证分析发现,政务新媒体采用“标题党”式标题以及发布软话题文章会损害政府组织声誉,而采用活泼生动的表达风格则有利于政府组织声誉的提高。此外,网络媒介素养在活泼表达风格与软话题文章对政府组织声誉的影响中扮演了正向调节角色,即网络媒介素养不仅能增强活泼表达风格对政府组织声誉的正面促进作用,还会加剧软性话题文章对政府组织声誉的负面效应。研究结论揭示了政务新媒体“软化”对政府组织声誉的影响机理,并为利用政务新媒体提升政府组织声誉提供了策略性见解。In the network era,New Media for Government Affairs serve as a crucial channel for government-public interactions,significantly influencing the organizational reputation of government entities.The concept of“softening”in New Media for Government Affairs refers to the practice of garnering public attention by releasing more entertaining and informal content,often employing catchy and popular titles or engaging writing styles.In recent years,this trend has become increasingly prominent,sparking debates about the impact on the organizational reputation of government.However,existing research on the relationship between New Media for Government Affairs and organizational reputation has several limitations.First,the definition of“organizational reputation”in relation to government remains ambiguous.Second,there are few comprehensive studies exploring the specific influence of the“softening”of New Media on government reputation.Third,most empirical research neglects to consider how everyday use of New Media for Government Affairs,including,for example,title framing,writing style,and content type,affects organizational reputation.This paper addresses these gaps by examining whether the“softening”of New Media for Government Affairs enhances the organizational reputation of government and identifying the mechanisms behind this influence.Focusing on everyday use of New Media for Government Affairs,this study applies the Elaboration Likelihood Model(ELM)and Bureaucratic Reputation Theory to construct an impact model.An empirical analysis of data from 477 surveys and experiments reveals that use of“clickbait”titles and soft-topic articles negatively impacts the governments organizational reputation,while lively and engaging writing styles contribute positively.Furthermore,internet media literacy plays a moderating role:it not only enhances the positive effect of vivid expression but also exacerbates the negative impact of soft-topic articles on organizational reputation.Based on these findings,this paper

关 键 词：政务新媒体 “软化”策略 政府组织声誉 “标题党” 

分 类 号：D63[政治法律—政治学]