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福利改革的政策叙事如何深入民心？行为公共管理学视角下的职工医保个人账户改革探究

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  • 案例名称：

    福利改革的政策叙事如何深入民心？行为公共管理学视角下的职工医保个人账户改革探究

  • 案例作者：

    喻月慧

  • 作者单位：

    中国人民大学

  • 适用对象：

    本科,学术硕士,MPA,博士,其他,

  • 入库时间：

    2024年10月12日

  • 专业分类：

    社会保障

  • 案例类型：

    传统案例（经典案例）

  • 编写方式：

    采编

  • 语言：

    中文

  • 关键词：

    福利改革，职工医保，个人账户，政策叙事，公众态度

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中文摘要：

随着社会的快速发展，中国的社会保障和福利体系面临的压力日益增长，医疗、养老等领域的改革频繁进行，以便应对人口老龄化、城乡差距扩大以及经济结构转型等多重挑战。福利改革不可避免地涉及到社会利益的再分配，因此常常成为社会冲突集中的领域。政府通常面临着“必须要进行改革，但又要谨慎应对民众情绪”的挑战。做出福利改革决策后，如何向公众传达政策是当代政府面临的一项极其重要的任务。行为公共管理研究表明，公共政策如何被“叙述”会影响到人们对政策的看法和态度。政府如何讲述有关福利改革的故事，更容易被公众接受呢？本案例以医疗保障领域热点议题—职工医保个人账户改革—为例，探讨政策叙事主体、叙事内容、表达形式及其组合形态对公众态度和政策行为倾向的影响。案例首先通过网络素材抓取内容，然后基于调查实验法深度展开。通过行为公共管理和传播学的有效结合，本案例可为福利改革政策宣传提供启示。

英文摘要：

With rapid social development, China's social security and welfare systems are under increasing pressure, with frequent reforms in health care and pensions to meet the multiple challenges of an ageing population, a widening urban-rural divide and the structural transformation of the economy. Welfare reforms inevitably involve the redistribution of benefits and are therefore often at the center of social conflict. Governments are often faced with the challenge of "having to implement reforms, but having to respond carefully to public opinion". Once decisions on welfare reform have been made, communicating the policy to the public is a crucial task for governments. Behavioral public administration research has shown that how public policy is 'told' can affect people's perceptions and attitudes towards it. How can the government tell the story of welfare reform in a way that is more palatable to the public? This case takes the hot topic of health care reform - the reform of individual accounts for basic health insurance for employees - as an example and examines the effects of the subject of the policy narrative, the content of the narrative, the form of expression and their combination on public attitudes and tendencies towards the policy. The case is first captured through online material and then developed in depth using the survey experiment method. Through the effective combination of behavioral public administration and communication studies, this case can provide some insights for policy advocacy on welfare reform.