On The Agenda Building Of Mobilization In Establishing National Civilized Cities

Government-oriented mobilization is an effective way to guide the public to participate in the process of establishing national civilized cities.The construction of agendas is directly related to the inspiration value of mobilization,which requires the attention of knowledge studies.By using the methods of literature study,case study and interview,this thesis takes M district of Shanghai as an example to study its practice of agenda building of mobilization in establishing a national civilized city and analyzes its problems to put forward some optimization suggestions.Based on the review of academic literature on agendas and agenda building in the past 10 years,this thesis defines the key concepts of mobilization and agendas from the perspective of public communication.According to the general picture of agenda building and the relationship among government,media and the public,this paper proposes an agenda building model of mobilization in establishing national civilized cities,which focuses on three stages of initiation and specification,communication and expansion,and entrance and reorganization.Following this framework,this thesis takes M district as an example to briefly introduce its mobilization methods,present the categories and characteristics of mobilization agendas,analyze different behavior subjects in agenda building process and summarize ways of agenda building.When establishing national civilized cities,the government of M district follows the peopleoriented work concept,leads the agenda building process,build the agendas comprehensively but emphatically,and presents agenda contents in various forms.Besides,the agendas proposed by government are close to people's life.By analyzing the agenda building experience of M district,this paper concludes some problems.First,the agendas fails to meet people's needs.Second,the layout of media arrangement is lack of integration.Third,there are shortcomings in interactive mechanism for agenda communication process.Last,there are disadvantages in mechanism for guiding people to recognize and fulfill mobilization agendas.At the same time,reasons of these problems are discussed from the point of the government.In the last part of the thesis,some optimization and improvement suggestions are introduced based on the agenda building model and problems and reasons existing in M district.The government should enhance its learning ability and change its attitude to improve agenda building capacity.In addition,the government needs to respect the public's intersubjective status in agenda building process.The government should try to meet people's needs,strengthen interaction with the public,and fully mobilize their initiative and enthusiasm.Besides,it is also necessary to polish strategies and layouts in communication and expansion stage of agenda building.The government should integrate the channel of expansion,and explore new communication ideas for mobilization agendas from city marketing to reach mobilization consensus and provide a good public opinion environment and public foundation for establishing national civilized cities.