城管执法新媒体形象困境分析与路径优化

Analysis of New Media Image Dilemma of Urban Management Law Enforcement and Exploration of Optimization Path

城管执法新媒体形象困境是城市管理领域的新问题。由于历史遗留因素,公众对城管执法带有刻板负面印象的形象困境一直存在。新媒体介入后,城管执法新媒体形象困境没有得到改善,甚至存在负面标签扩大化趋势。城管执法如若丧失新媒体阵地,就很容易造成舆论的被动,加剧公众负面形象。运用利益相关者理论,厘清城管执法者、公众和新媒体之间的关系,分析当下城管执法新媒体形象困境的原因,藉此提出了加强城管执法者自身建设、打造城管执法新媒体舆论阵地、建立舆情处置机制、推进城管执法“数字化”转型、探索非现场执法等针对性建议,重塑新媒体背景下城管执法的正面形象。

The dilemma of new media image of urban management officers is a new problem in the field of urban management.Due to historical factors,the public's stereotyped negative impression of urban management law enforcement has always existed.After the intervention of new media,the new media image dilemma of urban management enforcement has not been improved,and there is even a trend of negative labels expanding.If urban management law enforcement loses its floor of new media,it will easily lead to passive public opinion and aggravate the negative image in the public.Based on stakeholder theory,to clarify the main body of urban management law enforcement involved in new media image of urban management law enforcement,the relationship between the public and the new media,under the present urban management enforcement,the reason for difficulties in new media image is analyzed to put forward targeted suggestions to strengthen the construction of urban management law enforcement subjects,build new media public opinion grounds and establish mechanism addressing public opinion,strengthen the law enforcement"digital"image,Explore specific suggestions such as on-site law enforcement,and rebuild the positive image of urban management law enforcement under new media.