全媒体时代的政府媒介使用、议程设置与形象呈现——基于上海市政务平台的内容分析

The Media Use,Agenda Setting and Image Presentation of Government in Omnimedia Era——A Content Analysis of Shanghai Municipal Government Platforms

政府形象传播在全媒体时代的适应和变革,已成为政府部门进一步提升传播力、引导力、影响力和公信力所面临的重要课题。结合网络议程设置理论,对上海市政府在其门户网站、政务微信、政务微博和政务客户端四个平台上发布的信息进行内容分析,总结其媒介使用、议程设置和形象呈现的特点和规律。研究发现:全媒体时代的政府形象传播在媒介使用上采用多种媒介平台进行沉浸式传播,在视觉呈现上注重图文并茂,在行为呈现上重视用户需求,在价值呈现上突出亲民、权威和透明。而进一步提升政府形象传播,需处理好以我为主与用户至上、媒介融合与媒介细分、内容为王与渠道为王、日常运营与应急管理四种关系。

To understand the change of government image communication in the age of omnimedia,content analysis were adopted to investigate the information release of Shanghai municipal government platforms based on the theory of agenda setting.The results show that the government adopts various media platforms for round-the-clock release;uses both graphic and text in visual presentation;pays more attention to user demand in behavior presentation;affinity,authority and transparency are the main characteristics in value pursuit.In order to improve the effects of government image communication,it is necessary to deal with these four relationships,that is,self-centered and user-centered,media convergence and media subdivision,content and channel,daily operation and emergency management.