影响政务微博传播效果因素的实证探究
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摘要
近年来,政务微博在公共信息体系中扮演着越来越重要的角色,本研究在相关文献基础上,以吉林省人民政府新闻办公室官方微博"@吉林发布"为研究对象,采用图云分析、相关性分析及回归模型分析等方法,分析影响"@吉林发布"传播效果的因素,发现"@吉林发布"虽在塑造吉林省政府形象、引导舆论等方面效果显著,但仍存在深度报道不够、访谈直播类微博发布方式不妥、与群众沟通互动较少等问题,本文建议应采取转变信息发布方式、实现差异化报道等措施解决上述问题。
In recent years, the government micro-blog played an increasingly important role in the public information system. Based on relevant literature, this article studies the case of the official Micro-blog "@Jilin Releases" of the Information Office of the People's Government of Jilin Province. It analyzes the impact of the micro-blog with the methods of graph cloud analysis, correlation analysis and regression model. It concludes that "@Jilin Releases" has a significant effect in shaping the image of the Jilin provincial government and guiding public opinion. Meanwhile, problems were found, including insufficient in-depth reports, inappropriate live broadcast, little interaction with the public. Measures such as changing information dissemination methods and achieving differentiated reports should be adopted to solve those problems.
In recent years, the government micro-blog played an increasingly important role in the public information system. Based on relevant literature, this article studies the case of the official Micro-blog "@Jilin Releases" of the Information Office of the People's Government of Jilin Province. It analyzes the impact of the micro-blog with the methods of graph cloud analysis, correlation analysis and regression model. It concludes that "@Jilin Releases" has a significant effect in shaping the image of the Jilin provincial government and guiding public opinion. Meanwhile, problems were found, including insufficient in-depth reports, inappropriate live broadcast, little interaction with the public. Measures such as changing information dissemination methods and achieving differentiated reports should be adopted to solve those problems.
引文
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(7)李云新,张海舒.基于微博特征的政务微博运行效果研究-以“@上海发布”为例[J].电子政务,2015(1):52-59.
(8)刘晓娟,王昊贤,肖雪,董鑫鑫.基于微博特征的政务微博影响因素研究[J].情报杂志,2013(12):35-41.
(9)朱燕,潘宇峰.政务微博的发展趋势、特点和策略研究[J].电子政务,2016(8):24-33.
(10)史丽莉,谢梅.中国地方政务微博信息传播的效果研究[J].电子政务,2013(3):27-38.
(11)冯杰,唐亚阳.社交媒体情感化表达与传播效果的关系[J].新闻界,2017(2):72.
(2)[英]Anders Olof Larsson,?yvind Ihlen.Birds of a feather flock Together?Party leaders on Twitter during the 2013 Norwegian elections[J].European Journal of Communication.2015(6):666-681.
(3)刘锐,谢耘耕.中国政务微博运作现状、问题与对策[J].编辑之友,2012(7):10-14.
(4)肖飞.公共危机事件中政务微博的舆情信息工作理念与策略探析-以雅安地震为例[J].图书情报工作,2014(1):44-47.
(5)王国华,魏程瑞,杨腾飞,钟声扬,王戈.突发事件中政务微博的网络舆论危机应对研究-以上海踩踏事件中的@上海发布为例[J].情报杂志.2015(4):65-70+53.
(6)孙帅,周毅.政务微博对突发事件的响应研究-以“7·21”北京特大暴雨灾害事件中的“北京发布”响应表现为个案[J].电子政务,2013(5):30-40.
(7)李云新,张海舒.基于微博特征的政务微博运行效果研究-以“@上海发布”为例[J].电子政务,2015(1):52-59.
(8)刘晓娟,王昊贤,肖雪,董鑫鑫.基于微博特征的政务微博影响因素研究[J].情报杂志,2013(12):35-41.
(9)朱燕,潘宇峰.政务微博的发展趋势、特点和策略研究[J].电子政务,2016(8):24-33.
(10)史丽莉,谢梅.中国地方政务微博信息传播的效果研究[J].电子政务,2013(3):27-38.
(11)冯杰,唐亚阳.社交媒体情感化表达与传播效果的关系[J].新闻界,2017(2):72.