移动社交网络中政府形象传播机理及治理研究

项目名称： 移动社交网络中政府形象传播机理及治理研究

项目编号： No.71473094

项目类型： 面上项目

立项/批准年度： 2015

项目学科： 管理科学

项目作者： 李卫东

作者单位： 华中科技大学

项目金额： 60万元

中文摘要： 移动社交网络已经成为政府形象传播的重要平台，其中的政府形象是如何形成和演化的，频频出现的政府形象危机如何治理，成为急需解决的重大理论和现实问题。本课题拟建立移动社交网络中政府形象传播的理论模型，基于大数据分析发现其治理状况和认知状况，能回答形象是什么样的基本问题；拟建立政府形象传播的移动社交网络拓扑结构演化仿真模型，基于SIT模型开展政府形象感知传播动力学分析，能破解形象是如何形成和演化的科学难题；拟提出移动社交网络中政府形象的治理结构和建构策略，能有效解决如何治理的现实问题。本课题拟打破以政府为中心的形象研究框架，拟从传播技术（移动社交网络）、社会背景、群体心理和政府组织四个层面，首次系统研究移动社交网络中的政府形象传播机理，拟提出 多主体、多中心的形象治理结构。这能弥补形象形成和预测理论研究的不足，能为我国建立政府形象的综合治理体系提供参考路径。

中文关键词： 政府形象；移动社交网络；传播机理；大数据；治理结构

英文摘要： Mobile social networks have become an important platform for communicating government image. How the government image is formed and evoluted,and how to govern frequently occurring government image crisis have become urgent issues to be resolved both in theory and practice. The present research project is designed to build a theoretical model of government image communication in mobile social networks, examine the status-quo of its governance and cognition by analyzing the big data and as a result answer the fundamental question what is image. Based on a proposed simulation model of the topology evolution of government image communication (SIT) in mobile social networks, the study intends to find out how government image is formed and evolves through the analysis of dynamics of government image communication. The study puts forward the governance structures and construction strategies of government image communication in mobile social networks so as to effectively solve the realistic problem of how to govern. By rejecting the government-centered image research framework, it also intends to propose a multi-subject and multi-center image governance structure based on a brand new mechanism of government image communication in mobile social networks systematically formulated on four levels: communication technology (mobile social networks), social background, group psychology and government organizations. It is hoped that the results of the present study could make for the deficiencies in theoretical research on image formation and prediction, and serve as a reference with respect to the establishment of a comprehensive governance system of government image.

英文关键词： government image;mobile social networks;communication mechanism;big data;governance structure