政务新媒体政策传播的现状、特征及发展趋势--以“上海垃圾分类政策”为例

Status Quo,Characteristics and Tendency of Policy Communication via Government Social Media:A Case of Garbage Sorting Policy in Shanghai

政务新媒体的繁荣发展为公共政策传播带来机遇。“上海垃圾分类政策”案例表明,在政策过程的不同阶段,政务新媒体充分利用各类媒介形式展开政策传播,保持有节奏、有重点的发文频率并致力于政策主题多元化。政务新媒体促进了公共政策的全媒体传播,设定丰富而多元的框架提供政策解读,积极采纳网络空间中的流行话语诠释政策意图,邀请公众参与传播互动并与公共服务形成联动。移动社交媒介潮流中,政务新媒体政策传播将面临功能化、视觉化、深度专业化、产品化、多重互动五种趋势。

The prosperity of government social media has brought opportunities for public policy communication in China.The case of“Garbage Sorting Policy”in Shanghai is a very good example.This study shows that,at different stages of policy process,government uses various media forms to carry out policies,maintain a rhythmic information issue and is committed to diversifying policy topics.In policy communication practices,government social media has promoted an all-media tendency,which framed themselves professionally and diversely.Buzzwords in cyberspace are actively adopted by government to interpret policy intentions.Participations and public services are invited into government social media for good policy communication.Under the tendency of mobile communication,functionalization,visualization,deep professionalization,productization,and multiple interactions will collectively facilitate policy communication via government social media.