新媒体环境下地方政府危机公关研究——以“盘锦市自来水可点燃事件”为例.docx

Ⅱ PAGE I 摘 要 近年来，网络技术不断发展，各类新媒体平台层出不穷，渗入了人们的日常生活中。这种与传统媒体截然不同的传播形式给人们带来了新的信息传递体验，随时、随地就能发布与获得大量信息，使得如今的信息越来越透明公开。新媒体高效、互动性强等特点在逐步取得与传统媒体相抗衡的地位的同时，也给政府的危机公关工作提出了更高的要求。人人都是信息传播者，人人都能将自己的观点与所见所闻向公众发表，导致危机时刻，政府的所作所为被无限放大，政府能否维护自身的公信力成为了新的挑战。面对新媒体环境，地方政府危机公关的情况如何，存在哪些问题，又如何提升政府危机公关的能力，是当今亟需探讨的问题。 本文以盘锦市自来水可点燃事件为例，以新媒体环境下地方政府危机公关作为研究目标，寻找在新媒体为主要的媒介背景下，地方政府危机公关中存在的弊端，分析其背后的原因，并提出指向性的建议。本文主要有以下五个部分：第一部分绪论，叙述了研究背景和意义、研究现状、研究思路和方法；第二部分，叙述了新媒体环境下地方政府危机公关的相关基本理论；第三部分，以盘锦市自来水可点燃事件为例，寻找目前新媒体环境下地方政府危机公关的问题，并分析具体原因；第四部分，提出了加强新媒体背景下地方政府危机公关的对策；第五部分，对本文的内容进行了总结。 关键词：新媒体；政府危机公关；地方政府 Abstract In recent years, network technology has continued to develop and various new media platforms have emerged and infiltrated into peoples daily lives. This form of communication, which is very different from traditional media, has brought people a new experience of information delivery, and the ability to publish and obtain a large amount of information anytime and anywhere has made todays information more and more transparent and open. While the new media are efficient and interactive, they are gradually gaining a position to compete with traditional media, and at the same time, they are putting higher demands on the governments crisis communication work. Everyone is a disseminator of information, and everyone can express their views and opinions to the public, leading to a new challenge of whether the government can maintain its credibility in times of crisis when what it has done is infinitely magnified. Facing the new media environment, what is the situation of crisis communication of local government, what are the problems and how to improve the ability of government crisis communication are the urgent issues to be discussed today. This paper takes the Panjin City tap water ignitable incident as an example, takes local government crisis PR in the new media environment as the research target, looks for the drawbacks in local government crisis PR in the context of new media as the main medium,