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1、華中科技大學(xué)碩士學(xué)位論文AbstractTheChinesegovernmentisfacingasevereidentitycrisis.Thenewspaperisalwaysafavorableplatformtoshapeandspreadgovernmentimage,butthenewspaperisalsoconfrontedwiththepressureoftransformationundertheimpactofnewmedia.Withthearrivalof“nation-widemicro-blog”era,themicro-blogpro
2、videsatransformationplatformforthetraditionalnewspaperandpointtwodirection:toenhanceitsowncredibilityandtopromotethegovernmentimage.Thepurposeofbuildingandspreadinggovernmentimageisaudiences’goodcognitive.Thispaperaimstostudywhetherthenewspapermicro-blogcancreateagoodimageofthegovernme
3、nt,andtoexplorewhetherthegovernmentimageinthenewspapermicro-blogisidenticalwiththegovernmentimageinthe’eyesofaudience.Thispapermainlycountandanalyzethecontentandcommentsofnewspapermicro-blog,throughliteratureresearch,contentanalysisandwiththehelpofthedataanalysistoolSPSS.Thendrawthegov
4、ernmentimagemap,andthroughthesignificantandthecorrelationtest,Idrawthreeconclusions:Thedifferencebetweenthegovernmentimageinthenewspapermicro-blogandthegovernmentimageintheaudiences’eyesisobvious;Themorepositiveinformationaboutgovernmentthenewspapermicro-blogrelease,thebetterthegovernm
5、entimageintheaudiences’eyesis;Thereisnosignificantcorrelationbetweentheoperatingconditionsofnewspapermicro-blogandthegovernmentimageintheaudiences’eyes.Basedonthepaperwecanknowthattheeffectofthenewspaper’sshapinggovernmentimageisnotideal.Becauseintheprocessofshapingthegovernmentimage,t
6、herearesomeproblems:lackofinitiativesystematicstrategy,failingtograspthekeypoint,homogenizationinformation,lackoftheinteractivemechanism.Tosolvetheseproblems,thenewspapermicro-blogmustexploreeffectivedevelopmentstrategy,makegooduseof"propagation"and"orthopediccommunication”,improvethei
7、nteractionmechanismsanddisasterwarningsystem,payattentiontothepertinenceandsystemconstructionofthecontent,enhancethepersonalizedconstructionofthenewspapermicro-blog.Keywords：NewspaperMicro-blogTheimageofthegovernmentCredibilityCommunicationII華中科技大學(xué)碩士學(xué)位論文目錄摘要..........................
