基于议程设置理论的政务新媒体传播及提升策略——以政务新媒体“杭州发布”为例

The Communication and Enhancement Strategies of New Government Media:Taking"Hangzhou Release"As An Example

作为政府发布信息的权威平台,政务新媒体承担着信息公开、舆论引导、事件通报等职能。通过议程设置赋予各项议题不同程度的显著性,能够在有效回应民众关切的同时,起到影响公众态度、稳定社会秩序的作用。本文以杭州市政府的微信公众号“杭州发布”为研究对象,通过分析其在“新十条”落地32天的信息样本,归纳政务新媒体议程设置的特点并提出改进策略。

As an official platform for the government to release information,the new media of government affairs undertakes the functions of information disclosure,public opinion guidance,event notification etc.This paper takes Hangzhou Government's official wechat account"Hangzhou Release"as the research object,by analyzing the information samples in the 32 days after the implementation of"New Ten",it summarizes the characteristics of the agenda setting of new media in government affairs and at the same time,puts forward strategies for improvement.