I 摘要 当前，经济形势复杂多变，多元文化相互碰撞，市场经济的矛盾和冲突容易 滋生银行业的腐败和乱象，给金融安全、市场稳定造成严重不良影响。在近年通 报的腐败问题中，金融领域是重灾区，而银行是最常见的案发领域。任何腐化、 腐败行为都是从思想和意识层面的蜕化开始的，反腐倡廉不仅需要强有力的制度 保障，也离不开廉洁文化的引导和熏陶。随着网络和通信技术的迅猛发展，人们 的生活节奏越来越快，信息越来越碎片化，廉洁文化在微博、微信、微视频等新 媒体的技术支持下，突破了不同空间、时间上的限制，更为广泛、便捷、高效地 传播。廉洁文化传播是形成和实现廉洁文化的前提条件，银行只有通过必要的媒 介进行有效传播，廉洁文化才能转化为员工的理念、态度、行为和价值追求。 本文以华夏银行乌鲁木齐分行作为研究对象，运用文献研究法、问卷调查法、 访谈调查法、个案研究法等研究方法，以文化的“四层次”理论对廉洁文化进行 层级划分，借助拉斯韦尔的“5w”传播理论对廉洁文化传播现状进行系统性分析。 主要分为四个部分：一是对廉洁文化、文化传播的概念，以及文化的“四层次” 理论、文化传播的“5w”理论、银行廉洁文化的形成过程、传播意义和利用网络 开展银行廉洁文化传播的必要性进行分析，奠定研究理论基础。二是以华夏银行 乌鲁木齐分行为研究对象，结合文化层次论，系统分析廉洁文化传播的“5w”要 素。三是通过问卷调查和访谈调查法，从网络环境下华夏银行廉洁文化传播的主 体、内容、渠道媒介、受众和效果等五个角度，逐一分析网络环境下华夏银行廉 洁文化传播过程中存在的问题，并对不同廉洁文化传播手段效果进行综合评价。 最后，在此基础上有针对性地提出了网络环境下推动华夏银行廉洁文化传播 的总体思路和具体措施，包括廉洁文化的精神层、制度层、行为层、物质层相互 作用，以及在传播主体方面，加强组织领导，强化主体意识；在传播内容方面， 紧密结合实际，提高内容质量；在渠道媒介方面，整合传播渠道，提高使用效率； 在受众方面，加强互动交流，提高员工的积极性；在长效机制方面，强化评估反 馈，确保传播实效。通过强化华夏银行廉洁文化传播过程中各个要素的作用，增 强文化传播的实效性，使廉洁文化在华夏银行中发挥应有的教育和震慑作用，推 动华夏银行加强廉洁文化建设，培育廉洁的金融企业文化，增强金融反腐内生动 力，遏制金融领域腐败蔓延，为银行业反腐倡廉工作提供了一定的参考和借鉴。 关键词：网络环境;华夏银行;廉洁文化;文化传播 Abstract II ABSTRACT Atpresent,theeconomicsituationiscomplexandchangeable,andmultiple culturescollidewitheachother.Contradictionsandconflictsinthemarketeconomy tendtobreedcorruptionandchaosinthebankingindustry,causingseriousadverse effectsonfinancialsecurityandmarketstability.Amongthecorruptionissuesnotifiedin recentyears,thefinancialsectoristhehardesthitarea,andbanksarethemostcommon areasofcrime.Anycorruptionorcorruptbehaviorstartsfromthedegenerationofthe ideologicalandconsciouslevel.Fightingagainstcorruptionandadvocatingintegrity requiresnotonlyastronginstitutionalguarantee,butalsotheguidanceandinfluenceof acultureofintegrity.Withtherapiddevelopmentofnetworkandcommunication technology,people'sliferhythmisgettingfasterandfaster,informationisbecoming moreandmorefragmented,andtheincorruptibleculturehasbrokenthroughdifferent spacesandtimeswiththetechnicalsupportofnewmediasuchasWeibo,WeChat,and microvideo.Theaboverestrictionsaremorewidespread,convenientand efficient.Propagationofincorruptiblecultureisaprerequisitefortheformationand realizationofacultureofintegrity.Onlywhenthebankeffectivelycommunicates throughthenecessarymediacanthecultureofintegritybetransformedintoemployees' cognition,emotion,attitudeandvaluepursuit. ThisarticletakesUrumqiBranchofHuaXiaBankastheresearchobject,uses literatureresearchmethod,questionnairesurveymethod,interviewsurveymethod,case studymethodandotherresearchmethodstoclassifythecultureofintegritybasedonthe "four-level"theoryofculture,withthehelpofLasswellThe"5w"communication theorysystematicallyanalyzesthestatusquoofincorruptibleculturalcommunication.It ismainlydividedintofourparts:Thefirstistoanalyzetheconceptofincorruptible culture,culturalcommunication,aswellasthe"four-level"theoryofculture,the"5w" theoryofculturalcommunication,theformationprocessofbankincorruptibleculture, thesignificanceofcommunication,andthenecessityofusingthenetworktocarryout bankincorruptibleculturecommunication.Tolaythetheoreticalfoundationfor research.Thesecondistoanalyzethe"5w"elementsofthespreadofincorruptible culturebysystematicallyanalyzingthebehavioralresearchobjectsofUrumqiby HuaXiaBankandcombiningculturalhierarchy.Third,throughquestionnairesurveyand Abstract III interviewsurveymethod,fromthefiveperspectivesofthesubject,content,channel media,audienceandeffectoftheHuaxiaBankincorruptibleculturecommunicationin thenetworkenvironment,analyzetheexistenceoftheHuaxiaBankincorruptible culturecommunicationinthenetworkenvironmentonebyone.Issues,andmakea comprehensiveevaluationoftheeffectsofdifferentmethodsofspreadingincorruptible culture. Finally,onthisbasis,theoverallideasandspecificmeasuresforpromotingthe spreadoftheincorruptiblecultureofHuaxiaBankunderthenetworkenvironmentwere putforwardinatargetedmanner,includingtheinteractionoftheidealevel,system level,behaviorlevelandmaterialleveloftheincorruptibleculture.Andintermsofthe subjectofcommunication,strengthenorganizationalleadership,strengthensubject awareness.Intermsofdisseminatingcontent,closelyintegratewithrealitytoimprove contentquality.Intermsofchannelmedia,integratecommunicationchannels.Interms ofaudience,strengtheninteractivecommunicationandincreaseemployeemotivation.In termsofthelong-termmechanism,strengthenevaluationfeedbacktoensureeffective communication.Bystrengtheningtheroleofvariouselementsintheprocessof promotingtheintegrityofHuaXiaBankandenhancingtheeffectivenessofcultural communication,theincorruptibleculturecanplayitsdueeducationalanddeterrentrole inHuaXiaBank,promotingHuaXiaBanktostrengthentheconstructionofaclean cultureandfosteringcleanfinancialenterprisesCulture,strengthentheendogenous motivationoffinancialanti-corruption,curbthespreadofcorruptioninthefinancial field,andprovidecertainreferencefortheanti-corruptionworkofthebankingindustry. Keywords:Internetenvironment;HuaxiaBank;Incorruptibleculture;Cultural communication 目录 IV 目录 第1章绪论...............................................................................................................................1 1.1研究背景及意义.............................................................................................................1 1.1.1研究背景.................................................................................................................1 1.1.2研究意义.................................................................................................................2 1.2国内外研究综述.............................................................................................................3 1.2.1国内研究综述.........................................................................................................3 1.2.2国外研究综述.........................................................................................................4 1.3研究内容、方法及技术路线.........................................................................................5 1.3.1研究内容.................................................................................................................5 1.3.2研究方法.................................................................................................................6 1.3.3研究技术路线.........................................................................................................7 1.4研究创新点.....................................................................................................................8 第2章相关概念和理论基础...................................................................................................9 2.1廉洁文化.........................................................................................................................9 2.1.1廉洁文化的概念和特征.........................................................................................9 2.1.2企业廉洁文化的概念...........................................................................................10 2.1.3企业廉洁文化