康健,陈梓欣,汪洁

• 1:电子科技大学公共管理学院

摘要(Abstract)：

政务新媒体是网络时代政民互动的关键窗口，对政府组织声誉具有显著影响。政务新媒体“软化”是其通过发布偏娱乐化、非正式化的信息，采用有趣通俗的标题或活泼的写作风格等方式吸引公众关注政务信息的行为。近年来，政务新媒体“软化”趋势愈发明显，并引发了对政府组织声誉影响的广泛争议。然而，政务新媒体“软化”策略是否能够有效提升政府组织声誉，以及其影响政府组织声誉的具体机制，仍是亟待探讨的问题。本文应用ELM模型和组织声誉理论构建了政务新媒体“软化”对政府组织声誉的影响模型，通过477份调查实验数据的实证分析发现，政务新媒体采用“标题党”式标题以及发布软话题文章会损害政府组织声誉，而采用活泼生动的表达风格则有利于政府组织声誉的提高。此外，网络媒介素养在活泼表达风格与软话题文章对政府组织声誉的影响中扮演了正向调节角色，即网络媒介素养不仅能增强活泼表达风格对政府组织声誉的正面促进作用，还会加剧软性话题文章对政府组织声誉的负面效应。研究结论揭示了政务新媒体“软化”对政府组织声誉的影响机理，并为利用政务新媒体提升政府组织声誉提供了策略性见解。

关键词(KeyWords)： 政务新媒体;“软化”策略;政府组织声誉;“标题党”

Abstract:

Keywords:

基金项目(Foundation): 国家社科基金青年项目“基本公共服务均等化推动共同富裕的政策效应评估与路径优化研究”(项目批准号:22CZZ027);; 四川省哲社重点研究基地区域公共管理信息化研究中心项目“智慧驱动的城乡社区服务有效供给研究”(项目批准号:QGXH22-04)的资助

作者(Author): 康健,陈梓欣,汪洁

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