打通“最后一公里”:互联网语境下政务新媒体的破圈探赜——以“浙江宣传”为例

Opening Up the"Last Kilometre":Exploring the Broken Circle of Political New Media in the Internet Context-Taking"Zhejiang Publicity"as An Example

政务新媒体是媒介化进程中的有益尝试,也成为政府做好宣传工作和舆论引导工作的重要阵地。“浙江宣传”微信公众号自2022年5月首发上线后,大多数文章都是阅读量超过10万的爆款。本文以“浙江宣传”的微信公众号为研究对象,探赜主流媒体如何转变话语体系传播出圈,发现要想赢得受众的注意力资源,就要用受众所喜闻乐见的话语形式“敢说话、说人话、说实话”。“浙江宣传”既是一次在地性、本地化的成功探索,也为其他政务新媒体的转型提供了可操作、可借鉴的有益经验。

This paper takes the WeChat public number of"Zhejiang publicity"as the research object,exploring how mainstream media change their discourse system and expand their influence.The study found that in order to win the attention of the audience,it is necessary to use the forms of discourse popular with the audience to"dare to speak,speak to the people,speak the truth","Zhejiang publicity"has set an example in this regard.