政务新媒体传播效果及其影响因素研究——基于社会临场感理论视角下的跨平台比较

Communication Effectiveness and Influencing Factors of Government New Media:A Cross-Platform Comparison from the Perspective of Social Presence Theory

以社会临场感理论为研究基础,以S省交警微博、微信和抖音3个平台账号中的2 031条数据为研究样本,采用回归分析法来考察政务新媒体跨平台信息传播效果及其影响因素。结果表明,社会临场感理论视角下,政务新媒体通过内容生产创设公众参与情境,吸引公众对政务信息的关注、接受与分享。而在此过程中,支撑“临场感”建构的情感策略、互动策略与凝聚力策略在不同平台会产生差异化的传播效果。此外,不同的平台、不同的内容主题也会对政务新媒体信息传播效果产生差异化影响。基于此,政务新媒体的内容运营需根据不同平台的特点,通过积极创设社会临场感来提升传播效果,在内容整体定位上应使用关系导向和以他人为中心的信息发布策略,在主题设置与策略选择上则应依据社会临场感的不同维度、不同平台的技术逻辑与活跃用户需求,差异化运营政务信息。

Based on the theory of social presence,this article explores the cross-platform information communica-tion effects and influencing factors of government new media using 2031 pieces of data from the Sina Weibo,WeChat,and TikTok accounts of the S Provincial Traffic Police.Regression analysis is employed for examination.The results reveal that,from the perspective of social presence theory,government new media create public participa-tion scenarios through content production,engaging the public’s attention to government information and helping them to accept and share it.Throughout this process,affective,interactive,and cohesive strategies supporting the con-struction of social presence generate differentiated communication effects on different platforms.Additionally,di-verse content themes on different platforms also exert varying impacts on the information communication effects of government new media.Based on the above conclusions,government new media should be operated according to the characteristics of different platforms and actively create a sense of social presence to improve their communica-tion effects.In terms of overall content positioning,relationship-oriented and other-centered information release strate-gies should be adopted.In terms of theme setting and strategy selection,operations should be differentiated based on the various dimensions of social presence,the technical logic of different platforms,and the active demands of users.