新媒体环境论文：新体环境 政府危机传播 舆论引导.docVIP

新媒体环境论文：新媒体环境 政府危机传播 舆论引导 【中文摘要】数字科学技术的出现,使得“媒介狂欢”走向了一个新的高潮,媒介的“双刃剑”的属性越来越明显。媒介的多样性使得政府和广大受众在面临危机时有了自由交流的平台,但同时也带来了巨大的威胁和挑战。互联网和手机媒体的交互性、实时性、超文本性以及个性化等特点使得它们在危机传播中的地位和影响力与日俱增。在这个到处都充满了不确定的高风险社会巾,危机正在成为一种“常态”频繁出现,充斥着人们的日常生活。如何有效地利用新型媒体预防危机,处理危机,以及管理危机等等问题成为我国政府部门当下面临的重要课题。基于政府危机传播和舆论引导的研究现状,本文选择从传播学角度,侧重在高风险社会和新媒体环境这个双重视野下,对政府的危机传播和舆论引导进行研究,结合具体案例,对比美国危机传播经验,深入探讨在高风险社会和新媒体这个大环境下,我国政府危机传播和舆论引导的策略。文章首先界定了危机和公共危机的概念,对公共危机的分类、特点及新媒体的传播特征进行探讨,并从传播学角度,分析了政府、媒体和公众在公共危机中所起的作用；其次,通过对美国政府在公共危机传播中经验的分析,找出我国在危机传播中的问题,总结经验和教训；最后,结合我国国情,深入探讨了我国政府在借力数字媒体方面的优势,健全舆论引导机制,细化政府的危机传播和舆论引导策略。 【英文摘要】The emergence of digital science and technology has pushed the “media carnival” toward a new climax, and the “double-edged sword” of media is becoming more and more obvious. The diversity of media offers government and audiences a wider platform for free communication when confronted with crises. However, it also brings tremendous threats and challenges simultaneously. The position and influence of the Internet and mobile phones in the crisis spread are increasing owing to their interactivity, instantaneity, hypertext, and personalization etc. Crisis is becoming a “normal” frequent appearance in this high-risk society that is filled with uncertainties. How to effectively use new media for crisis prevention and management becomes an important issue for government departments at this moment.Based on the research status of government crisis spread and consensus guidance transmissive perspective, by using of specific cases and comparing U.S. crisis communications experience, this paper probes our government crisis spread and public opinion guide strategy, focusing on that under the high risk society and new media environment.Firstly, this article defines the crisis and the concept of public crisis, discusses its classification and characteristics, the characteristics of the new media, and analyzes the role of government, media and public in public crisis respectively; Secondly, by analyzing the fun