从政府应用与产业融合的视角看社交媒体的发展--以美国社交媒体的发展及政府对其的应用为例

摘要

The social media began to promote the further integration of media industries, boost the fusion of technology and culture, and derive a new business model due to its important characteristics including interactivity, clustering, instantaneousness, multimedia-rization, along with the rapid progress of internet technology. The paper describes the application of social media by the U.S. federal government and its market performance, and analyzes the positive and negative role of social media at the present day. Finally, the paper gives some suggestions for the development policy of social media in China as follows:the government should fully understand the social media, have the awareness of crisis management;give full play to the role of media in promotion of public decision making and public policy;promote the media to enhance the national consciousness and the sense of social responsibility, and adhere to the social mainstream values.%　　社交媒体由于其互动、集群、快捷、多媒体化等重要特征，伴随互联网技术的快速进步，其发展开始促进传媒产业的进一步融合，促进科技与文化的融合，衍生出新的商业模式。通过介绍美国社交媒体的市场表现和联邦政府对社交媒体的应用，结合时代背景，分析了社交媒体正面、负面的作用，并指出其发展实质，进而提出：我国政府应充分认识社交媒体的作用，树立危机管理意识；充分发挥媒体在促进公共决策和公共政策制定方面的特殊作用；推动媒体提升国家意识和社会责任感，坚守社会的主流价值观。