新媒介意识、制度规范与危机中的地方政府微博表现——基于2016年各地水灾的实证分析

New Media Awareness,Institutional Regulations,and Local Government's Micro-blogging Performance during Crises——Empirical Analysis Based on Flooding Disasters in China during 2016

媒介意识和制度规范是影响公共危机沟通中政府微博表现的重要因素,媒介意识可以从新媒介认知和地方政府领导态度两个维度加以衡量,制度规范从新媒介政策和日常规范两个维度来衡量。通过对收集于2016年6月初到7月底期间受到强降雨影响地区的139个政府微博样本的研究表明,控制其他影响因素后,新媒介认知和日常规范对于暴雨中地方政府微博的表现呈现出明显的正相关性,但是地方领导态度和新媒介政策的影响则不显著。研究结果对于深刻反思地方政府新媒体的危机应对能力提供了一些有价值的启示,那就是地方政府对新媒介的应用不是一种危机来临后的应急性工具,强化新媒介认知并把这种认知融入日常沟通过程中显得更加重要。地方领导对新媒介应用的支持不能仅仅停留在口头形式上的态度,而应通过具体的行动来加以落实。另外,地方政府的新媒介政策需要与地方政府治理机制创新有机结合起来。

Media awareness and institutional regulations are important factors affecting government＇s micro-blogging performance during crises. Media awareness can be measured from two dimensions ： new media awareness and attitudes of lo- cal government leaders. Institutional regulations can be measured from anothet two dimensions ： new media policy and day-to- day regulations. Base on the sample data of 139 local government micro-bloggings from the areas attacked by strong storms during the period from the beginning of June to the end of July in 2016, the study shows that after controlling other influen- tial factors, new media awareness and day-to-day regulations have positive correlation with local governments＇ miro-blogging performance, but local leaders＇ attitude and new media policy have less significant effect. This finding is of positive significance for in-depth reflection of the improvement of crisis communication capability of governments in the context of new media. Local governments＇ application of new media is not a contingency instrument after the crisis. Reinforcement of new media awareness and integration of such awareness into daily communications are of greater importance. Support from local government for new media apication should not end with verbal firms of agreement, but proceed with implementation in con- crete actions. In addition, new media policy of local governments should be combined with institutional innovation of local governance.