CAJ | 학술논문

近年来，政府公信力频频受到来自各方力量的影响，而自媒体在信息传播和舆情表达上表现出的惊人爆发力，对政府公信力的维护形成了严峻的考验。自媒体对提升政府公信力是一把双刃剑，既是机遇又是挑战。鉴于政府公信力的重要性，笔者通过对自媒体传播特性的分析，着重探讨了自媒体对政府公信力带来的挑战和促进作用，并提出自媒体时代政府公信力的提升路径：增强行政透明度；建立即时、有效的多向、多渠道的沟通机制；主动适应并有效运用自媒体；对自媒体舆情加以理性规制和引导；完善法律法规以规范自媒体行为；传统媒体要加强自媒体运用，构建正确的舆论氛围，增强媒体公信力。
근년래，정부공신력빈빈수도래자각방역량적영향，이자매체재신식전파화여정표체상표현출적량인폭발력，대정부공신력적유호형성료엄준적고험。자매체대제승정부공신력시일파쌍인검，기시궤우우시도전。감우정부공신력적중요성，필자통과대자매체전파특성적분석，착중탐토료자매체대정부공신력대래적도전화촉진작용，병제출자매체시대정부공신력적제승로경：증강행정투명도；건립즉시、유효적다향、다거도적구통궤제；주동괄응병유효운용자매체；대자매체여정가이이성규제화인도；완선법율법규이규범자매체행위；전통매체요가강자매체운용，구건정학적여론분위，증강매체공신력。
In recent years ,government credibility has frequently been shaken from the forces of all walks ,especially from the We Media which in the dissemination of information and public opinion has shown amazing explosive power ,so that the government credibility is faced with a severe test .We Media as a double‐edged sword is either an opportunity or a challenge in improving government credi‐bility .In view of the significance of the government credibility ,based on the analysis of the communi‐cative features of the We Media ,the author paid more attention to the challenge and promotion to government credibility brought forth by We Media ,and proposed the ways of improving government credibility in We Media times ,such as enforcing administrative transparency ;building immediate and effective communicative mechanism with multi‐orientations and multiple channels ;actively adapting to and efficiently adopting We Media;regulating and guiding the public opinions from We Media with more rational ways ;improving laws and regulations to regulate the actions of We Media ;and requi‐ring traditional media to use We Media to build a correct atmosphere for public opinion so as to in‐crease the credibility of the media .