政府形象与外国媒体公共关系之研究

【作者】 江礼云；

【导师】 顾丽梅；

【作者基本信息】 复旦大学 ， MPA， 2011， 硕士

【摘要】 在全球化时代的国际竞争中,政府形象的战略地位被日益凸现出来,政府形象的塑造与传播也被提到国家战略的高度来认识。良好的政府形象,有助于增强公众对政府的认同,推动行政体制改革的步伐向前发展。媒体作为沟通政府与社会公众的平台,在现代政治中发挥着非常巨大的作用,政府要塑造良好的形象,必须要建立起与媒体良好的联系。传播的全球化已成为我们这个时代的一个重要特征,各国主要媒体正在越来越多地跨越地区或国家的界限。从我国情况看,随着2008年北京奥运会后《中华人民共和国外国常驻新闻机构和外国记者采访条例》(国务院令第537号)的出台,外国记者在华采访只需征得被采访单位和个人的同意即可,采访环境更加宽松；加之世界各国对中国经济和社会发展的高度关注,使得外国记者无论是临时来华报道的频率,还是常驻在华的人数,都呈现不断上升的趋势。受国际舆论环境以及外国媒体复杂性、多样性等多种因素的影响,我国政府应对外媒的整体水平与形势发展不相适应,应对机制和体系尚不完善,政府信息不及时公开,外国记者获取的新闻资源有限；部分政府部门思想理念滞后,对把来华外国记者作为我国对外宣传资源、服务“公共外交”的重要性认识不够,主动接触、服务、引导的意识仍较为缺乏。基于媒体对政府形象传播、民主政治发展等重要作用,有必要把来华外国记者纳入我国政府公共关系的目标群体。针对外国媒体的特殊性和敏感性,以及涉华采访报道的实际情况,各级政府部门亟需转变思想观念,提升媒体公关意识,通过进一步完善我国政府信息公开制度、加大电子政务建设等措施,扩大政府信息透明度；探索建立政府主导,社会组织和广大公民共同参与的多元化外媒应对体系,依托现实工作和互联网虚拟社会两个平台,不断提升应对和服务工作水平,使外国媒体能够最大限度地及时、客观、全面的报道中国经济、政治和社会各方面的发展,逐步形成于我社会发展有利的外部环境,为全面实现我国“十二五”发展目标提供有力的保障。更多还原

【Abstract】 The international competition during the times of globalization is increasingly highlighting the strategic role of the government image, of which the shaping and spreading are as well recognized strategically. A good government image helps the public appreciate the government and promotes the progress of administrative system reform. Being a platform of communication between the government and public, the mass media plays a tremendously important role in modern politics and the government must establish a sound relationship with the media in order to build up its sound image.The globalization of media has become a major characteristic of our times and the media now works well beyond regional limits or national borders. The implementation of Regulations Concerning Permanent Offices of Foreign News Agencies and Foreign Journalists(PRC State Council Decree No.537) after the Beijing Olympics in 2008 facilitates foreign reporters’interview as they only need to seek prior consent of the organization and person they wish to interview. As the world is increasingly focusing on China’s economic and social development, short term foreign correspondents come to China more frequently and the number of long term ones is rising constantly. Impacted by the international media coverage as well as the complexity and variety of the global media, our country remains at a low level in tackling foreign media, with an immature working system which doesn’t conform with the developing situations. Foreign reporters’news resources are limited due to the lack of timely revelation of government information. Moreover, a number of government departments haven’t realized the fact that foreign journalists in China are a valuable source of public relations and public diplomacy and lack a sense of active contact, guide and service.Due to the key role played by the media in terms of government image spreading and democratic politics developing, China’s exercise of government public relations needs to target foreign correspondents who works in our country. Based on the particularity and sensitivity of the foreign media and correspondents as well as their perception of China’s various situations, Governments of all levels should attach importance to public relations with the media by further perfecting the country’s system of publicizing government information and enhancing the construction of electronic government business so as to enlarge the level of transparency of government information. Based on the two platforms of real society and network world, we should seek to establish a responding system guided by the government and jointly participated by social organizations and the mass people, continue to increase the proficiency of responding and serving, encourage the foreign media, to the maximum degree, to cover China’s economic, political and social development simultaneously, objectively and comprehensively, and gradually develop an outside environment which is beneficial to our development in order to provide a strong guarantee for the achievement of China’s 12th Five-Year Plan.更多还原