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1、华中科技大学硕士学位论文AbstractTheChinesegovernmentisfacingasevereidentitycrisis.Thenewspaperisalwaysafavorableplatformtoshapeandspreadgovernmentimage,butthenewspaperisalsoconfrontedwiththepressureoftransformationundertheimpactofnewmedia.Withthearrivalof“nation
2、-widemicro-blog”era,themicro-blogprovidesatransformationplatformforthetraditionalnewspaperandpointtwodirection:toenhanceitsowncredibilityandtopromotethegovernmentimage.Thepurposeofbuildingandspreadinggovernmentimageisaudiences’goodcognitive.Thispaper
3、aimstostudywhetherthenewspapermicro-blogcancreateagoodimageofthegovernment,andtoexplorewhetherthegovernmentimageinthenewspapermicro-blogisidenticalwiththegovernmentimageinthe’eyesofaudience.Thispapermainlycountandanalyzethecontentandcommentsofnewspap
4、ermicro-blog,throughliteratureresearch,contentanalysisandwiththehelpofthedataanalysistoolSPSS.Thendrawthegovernmentimagemap,andthroughthesignificantandthecorrelationtest,Idrawthreeconclusions:Thedifferencebetweenthegovernmentimageinthenewspapermicro-
5、blogandthegovernmentimageintheaudiences’eyesisobvious;Themorepositiveinformationaboutgovernmentthenewspapermicro-blogrelease,thebetterthegovernmentimageintheaudiences’eyesis;Thereisnosignificantcorrelationbetweentheoperatingconditionsofnewspapermicro
6、-blogandthegovernmentimageintheaudiences’eyes.Basedonthepaperwecanknowthattheeffectofthenewspaper’sshapinggovernmentimageisnotideal.Becauseintheprocessofshapingthegovernmentimage,therearesomeproblems:lackofinitiativesystematicstrategy,failingtograspt
7、hekeypoint,homogenizationinformation,lackoftheinteractivemechanism.Tosolvetheseproblems,thenewspapermicro-blogmustexploreeffectivedevelopmentstrategy,makegooduseof"propagation"and"orthopediccommunication”,improvetheinteractionmechanismsanddisasterwar
8、ningsystem,payattentiontothepertinenceandsystemconstructionofthecontent,enhancethepersonalizedconstructionofthenewspapermicro-blog.Keywords：NewspaperMicro-blogTheimageofthegovernmentCredibilityCommunicationII华中科技大学硕士学位论文目录摘要..........................
