政务微博“蹭热点”现象研究
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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".
[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".
引文
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[15] 罗昶,丁文慧,赵威.事实框架与情感话语:《环球时报》社评和胡锡进微博的新闻框架与话语分析[J].国际新闻界,2014,36(8):38-55.
[16] 林婷婷.从政务微博的框架效果差异反向探索受众的框架偏好——对“平安武侯”在内的4个政务微博样本的对比研究[J].东南传播,2013(7):106-108.
[17] 王学军,王子琦.政民互动、公共价值与政府绩效改进——基于北上广政务微博的实证分析[J].公共管理学报,2017,14(3):31-43,155.
[18] 刘洋.政务微博的“萌化”思考及尺度把握[J].青年记者,2018(6):76-77.
[2] 陈力丹.毛泽东的早期新闻观:傍着活事件来讨论[J].新闻前哨,2017(9):67-68.
[3] 雷洋.国内外政务微博研究综述及启示[J].桂海论丛,2016,32(1):56-61.
[4] 梁芷铭.政务微博话语权:意义、特征及其生成机制[J].电子政务,2014(6):56-61.
[5] 谢丽娜,周庆山.公众通过社交媒体获取政府信息影响因素的实证研究——以新浪微博为例[J].图书与情报,2015(5):109-116.
[6] 陈俊蓉.从微博热点事件看政务微博的舆情应对[J].新闻世界,2013(7):178-179.
[7] 丁艺,王益民.我国政务微博在网络舆论导向中的问题与对策[J].行政管理改革,2014(2):40-44.
[8] 尹连根,黄敏.政府官方微博:形似公共领域和次私密领域的集合体[J].国际新闻界,2016,38(5):31-51.
[9] 詹骞.政务微博意见领袖的社会网络分析——以北京地区政务微博为例[J].现代传播(中国传媒大学学报),2014,36(12):117-122.
[10] 张志安,贾佳.中国政务微博研究报告[J].新闻记者,2011(6):34-39.
[11] Ekman P. An argument for basic emotions[J]. Cognition & emotion, 1992, 6(3/4): 169-200.
[12] 徐琳宏,林鸿飞,等.情感词汇本体的构造[J].情报学报,2008(2):180-185.
[13] 刘晓娟,王昊贤,肖雪,等.基于微博特征的政务微博影响因素研究[J].情报杂志,2013,32(12):35-41.
[14] 常松,王慧.政务微博的公共领域建构[J].新闻战线,2017(3):113-115.
[15] 罗昶,丁文慧,赵威.事实框架与情感话语:《环球时报》社评和胡锡进微博的新闻框架与话语分析[J].国际新闻界,2014,36(8):38-55.
[16] 林婷婷.从政务微博的框架效果差异反向探索受众的框架偏好——对“平安武侯”在内的4个政务微博样本的对比研究[J].东南传播,2013(7):106-108.
[17] 王学军,王子琦.政民互动、公共价值与政府绩效改进——基于北上广政务微博的实证分析[J].公共管理学报,2017,14(3):31-43,155.
[18] 刘洋.政务微博的“萌化”思考及尺度把握[J].青年记者,2018(6):76-77.