北京航空航天大学学报(社会科学版) ›› 2018, Vol. 31 ›› Issue (1): 32-38.DOI: 10.13766/j.bhsk.1008-2204.2017.0252

• 本期特约专家稿件 • 上一篇    下一篇

政务微信传播的框架建构与影响

贾哲敏, 顾晓宇   

  1. 北京航空航天大学 公共管理学院, 北京 100083
  • 收稿日期:2017-09-01 出版日期:2018-01-25 发布日期:2018-01-31
  • 作者简介:贾哲敏(1985-),女,山西太原人,副教授,博士,研究方向为政治传播.
  • 基金资助:

    北京市社会科学基金青年项目(15ZHC020)

Framing of Governmental Wechat and Their Effects

JIA Zhemin, GU Xiaoyu   

  1. School of Public Administration, Beijing University of Aeronautics and Astronautics, Beijing 100083, China
  • Received:2017-09-01 Online:2018-01-25 Published:2018-01-31

摘要:

基于框架理论,利用内容分析方法,以"北京微博微信发布厅"为例,展示了政务微信的框架建构特征与策略。政务微信最倾向于发布政治、通告服务类主题文本,最注重建构政府-公众、公共利益实现框架,不同主题的框架建构倾向与偏好存在差异。回归分析发现强调与凸显公共利益实现框架、流行语框架能够积极影响政务微信的传播效果与评价,图文推送形式与标题新颖性也会起到改善作用。政务微信内容传播可尝试调整政治话语结构,丰富文本主题,重视公共性框架与流行性框架的融合,以更好发挥传播与治理作用。

关键词: 框架理论, 政务微信, 内容分析法, 公共利益实现框架, 信息公开

Abstract:

Based on the framing theory and the content analysis method, this study displays the characteristics and social media strategies of the framing in Beijing Official Governmental Wechat. The results show that in these selected samples, issues about politics and public notices are mostly used. The government emphasizes the framing of government-mass and publicity primarily. With different topics, official essays prefer to set and establish different framing when they publish messages. The Poisson Regression Model explores that if the government applies more framing of publicity and popularity in Wechat essays, the communication effects would be more positively improved, while appropriate formats and neoteric titles also have positive effects. Finally, for better governance, the paper suggests the governmental Wechat apply a syncretic strategy with diverse discourse structures, advisable framing and rich texts.

Key words: framing theory, governmental wechat, content analysis, framing of publicity, openness

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