湾区形象的新媒体建构与框架分析——基于2017—2020年粤港澳大湾区城市政务微博的研究

New Media Construction and Frame Analysis of Bay Area Images:Based on the Data Micro-blogging of Municipal Governments in the Guangdong-Hong Kong-Macao Greater Bay Area from 2017 to 2020

以粤港澳大湾区为研究对象,通过Python网络爬虫抓取了新浪微博平台上大湾区11个城市的政务微博账号于2017年至2020年所发布的、提及粤港澳大湾区的2101条微博,结合扎根理论,运用NVivo 11软件进行分析,提炼出政务微博建构湾区形象所使用的三大框架:硬实力、软实力、城际协同与紧密合作。这三个框架共同建构出粤港澳大湾区硬实力雄厚、交流合作频繁、城际协同发展的区域共同体形象。然而这些框架也存在比较局限、各自为政、表现形式单一的问题,导致湾区形象模糊空洞、不生动、缺乏整合性。通过分析造成这一现象的原因,为政务新媒体平台如何落实国家政策的宣传、做好区域形象传播提出了建议。

Taking the Guangdong-Hong Kong-Macao Greater Bay Area(GBA)as research object,the author fetch 2101 posts mentioned GBA from 11 Sina Weibo accounts of municipal governments in GBA from 2017 to 2020 by Python web crawler.Combining the method of Grounded Theory,the authors analyze the data by NVivo 11 and refine three frames that construct regional image:hard power,soft power,and intercity coordination and close cooperation.The three frames collectively construct an image of a regional community with strong hard power,frequent exchanges and cooperation,and coordinated intercity development.However,the frames are relatively limited,separated,and monotonous.As a result,the image of the GBA is vague,empty,and lack of integration.The authors analyze the causes of this phenomenon,and put forward suggestions on how to combine national policy publicity with regional image communication on governments’new media platform.