突发事件政务舆情内部人际传播机制研究——以8.8九寨沟地震旅游政务微信传播为例

Research on Insider Mechanism of Government Public Opinion in Emergencies——A Case Study of the 8.8 Jiuzhaigou Earthquake Government WeChat

[目的/意义]当前学界对于政务微博、微信的外部网络舆情研究逐渐增多,但对政务内部舆情的研究则较少。为探究内部舆情和外部舆情的特征差异,总结我国政务舆情内部人际传播的独特规律,为政府在公共危机事件中进行舆情管理提供科学依据和参考。[方法/过程]以8.8九寨沟地震事件中旅游政府部门内部微信舆情信息为研究对象,利用社会网络分析法,绘制内部人际传播网络关系图,对突发事件中内部人员间信息传播过程以及内部舆情传播特征、规律展开分析。[结果/结论]研究发现:a.此次政务舆情内部人际传播网络具有核心星形结构,整体网络结构紧密,行政压力是其形成的主要动力;b.突发事件中政务内部舆情表现为较强的“自主性”,关注内容具有一致性,关注点随时间发生整体性转移;c.政务舆情内部人际信息传播路径短,不同级别部门人员间信息流动方式存在差异,上级对下级和同级部门人员间信息流动中情绪表达明显。

[Purpose/Significance]The research on external network public opinion of Weibo and WeChat is increasing, but less on the internal public opinion. The paper summarizes the characteristics of internal and external public opinion, provides reference for the study of the unique law of public opinion communication in the situation of insiders in China, and provides the scientific basis and reference for the public opinion management in the public crisis event.[Method/Process]Taking the WeChat information of tourism government in the 8.8 Jiuzhaigou earthquake as the research object, using the social network analysis method, the paper draws the network relation map of the insiders' public opinion dissemination, and analyzes the internal public opinion information transmission path as well as the characteristics and rules of internal public opinion communication in emergencies.[Result/Conclusion]The internal public opinion network has the core star structure, the whole network structure is close, and the administrative pressure is the main driving force for the formation of the internal network;the internal public opinion of WeChat shows strong "autonomy", the attention of the insiders is consistent in content orientation,and the concerns shift over time as a whole;the communication path of public opinion information in government affairs is short, there are differences in information flow modes among different levels of departments, and superiors expressed their emotions during the flow of information between subordinate and peer departments obviously.