摘要
不同于传统视角下的政府形象传播研究,本文采用社会网络分析法以结构-关系视角对上海“12·31”外滩拥挤踩踏事件进行了实证研究,初步探索了基于社交网络演化的政府形象认知传播机制。本文首先结合网络拓扑结构模型可视化呈现了微博中上海“12·31”外滩拥挤踩踏事件的舆情概况,然后从定性描述层面分析了政府形象认知与舆论传播网络微观结构因素之间的演化关系。研究发现,社交网络演化中的政府形象认知传播呈现如下规律：随着舆论传播网络规模的增大,政府形象负面认知呈上升趋势;随着舆论传播网络信息传递效率的提高,政府形象负面认知反而呈扩大化趋势;虽然意见领袖以官方权威为主,但由于舆论传播网络较低的中心化趋势,其对政府形象负面认知的消解作用未能显现出来,且关键少数在引导民众政府形象认知方面发挥的作用较为有限。本文对政府形象危机管理、负面舆论应对有一定的现实意义和理论价值。
In contrast to the traditional perspective on the communication of government image, this paper adopts a structure-relation perspective and uses the social network analysis, to explore the cognitive communication mechanism of government image in the evolution of social network empirically, Shanghai "12·31" Bund Crowded Stampede as a case. In this paper, the network topology models were conducted to visualize the general situation of Shanghai "12·31" Bund Crowded Stampede in Sina Microblog, then the association between government image cognition and microstructural factors of the public opinion communication network was analyzed in a descriptive level qualitatively. The analysis, based on the network communication literature, the cognitive communication mechanism of government image in the evolution of social network are identified in our case analysis: In the public opinion communication network of Sina Microblog, the negative cognition of the govern-ment image is on the rise with the increase of the scale of the network, the negative cognition of the government image is on the widening trend instead with the increase in information transmission efficiency of the network, although the opinion leaders are official authorities mainly, the dissolution effect on the negative cognition of the government image has not been realized because of the low centralization of the network, besides,the key minorities play a limited role in guiding the government image cognition among the public. The proposed theoretical framework and policy implications can assist official and media practitioners in properly re-solving the problems in terms of government image crisis management and the response to negative public opinion.
出处
《公共管理学报》
CSSCI
北大核心
2018年第2期28-42,154-155,共15页
Journal of Public Management
基金
国家自然科学基金面上研究项目(71473094)
关键词
政府形象
社交网络演化
突发事件舆论
Government Image
Cognition
Social Network
Evolution
Emergency
Public Opinion
