政务新媒体构建城市形象策略研究——以广州三家政务“双微”平台为例

Government New Media Construction City Image Strategy Research——Taking three Government Dual Micro-platforms in Guangzhou as an Example

随着移动互联网技术的飞速发展，政务微博和政务微信等新兴媒体在城市形象构建与传播过程中得到广泛应用，成为城市形象传播的新渠道和新平台。本研究选取广州6个政务新媒体为研究对象，通过内容分析，深入研究广州政务“双微”平台的传播特征及其呈现的广州城市形象。研究发现，广州政务“双微”平台热衷于传播政府类信息和文化类信息，侧重呈现广州的文化形象和环境、交通形象，注重把关信息发布流程，强化职能属性，打造沟通服务平台，主动设置议程，贴近受众喜好。但也存在发布形式单一、发布内容比例失衡、本地元素呈现不足、新媒体优势凸显不够、信息发布混乱和发布机构各自为政等问题。本文建议广州政务“双微”平台要明确广州的城市定位，丰富内客和发布形式；统一规划，集中部署城市形象传播工作；加强媒介联合，实现“双微”互动；提升运营者的媒介素养，增强政务“双微”平台的传播力。

with the rapid development of mobile Intemet technology, the new media such as government administration, micro-blog and government ad- ministration WeChat have been widely used in the process of urban image construction and become a new channel and platform for city image communication. This study selects 6 new government media in Guangzhou as the research ohject, and through in-depth analysis of the content of Guangzhou government double micro platform spread study found that the Guangzh characteristics and the image of Guangzhou city. The ou government double micro platform keen to spread the government and cultural information, cultural image and presentation focused on the Guangzhou environment, traffic image, pay attention to check information release process, strengthen the functions of property, build communication sereice platform, take the initiative ences. However, there are some to set the agenda, close to problems such as the single the audience prefer-form of publication, the imbalance of content, the lack of local elements, the new media advantages are not prominent, the information release is confused and the publishing organizations are doing everything in their own right. This article suggests that zhou government double micro platform to Guang clear positioning, rich content and release form ; unified planning, coordinating the deployment of city image communication work; strengthen the joint implementation of double micro interaction; enhance the operators of media literacy, enhance the government double micro platform communication.