Publication of hotspots, disclosure of the progress of critical incident management investigations, transmission of key party decisions... In recent years, new media have become an increasingly important channel in the public domain。
In february 2016, the office issued its opinions on the full promotion of public governance (hereinafter referred to as " the opinions " ) and deployed a comprehensive approach to public administration at all levels. In august, the state office issued the circular on further reactions to the government's open work (hereinafter referred to as “the circular”), and in november, the state office issued the implementing rules for opinions on the full promotion of the government's open work (hereinafter referred to as “the implementing rules”). In 2016, in the context of the intensive introduction of the three documents, how are the new media in government
Launch speed
There's speed in the responses, there's a lot of zombie accounts
Journalists learned from xinhua weibo that as of 31 december 2016, 1,64522 government weibo had been accredited from the xinhua weibo platform, achieving full coverage at the level, region and sector levels。
An analysis of the people's network's new media think tanks shows that in more than 600 cases of distress between january and november 2016, the government's response rate reached 87 per cent, with more than 57 per cent of the incidents having the first response within 24 hours of the incident, and 73 per cent of the incidents having the first response from the government authorities within 48 hours (including 24 hours). Of these, 41 per cent responded through the new government media (right chart)。
The opinion states that the dissemination of information on emergencies, public safety, major outbreaks, etc., should be strengthened, with rapid response, timely voice and information based on developments in disposal. The circular states that a press conference shall be held within 24 hours at the latest in case of a particularly significant and critical incident, and that other political matters shall be responded to within 48 hours. The executive rules further provide for the issuance of authoritative information within a maximum of five hours, a press conference within 24 hours and an ongoing dissemination of information in the light of the progress of work。
However, journalists have also found that in some places, the new media of government is still too slow to be updated, talk to themselves, and do nothing. Journalists randomly searched the micro-intelligence public number of the states and municipalities of a south-west province and found that headline articles tended to remain in three digits, and that “zombie weibo” routinely published each reading, forwarding and even single digits。
Content strength
Interaction services improved and levels varied
Inadequacy is not visible to the public; it is inappropriate and gives rise to new waves. At the 2016 seminar on political responses organized by the people's network, experts mentioned that responses were not only speed but also effectiveness and relevance。
How do we improve the relevance of the response? The three documents each give a path. In the form of its publication, the opinion suggests that it “focuss on the use of digitization, graphics, audio and video” and “reads through press releases, policy briefings, interviews and articles”. The circular states that responses should focus on the focus, hot spots and key issues of public opinion, be factual, informed and targeted, avoid speaking out and seek to express themselves accurately, cordially and naturally. More specifically, the implementing rules state that “a multiplicity of examples and stories”。
A comprehensive old-age allowance system was introduced in shanghai in 2016, and a photo reading was provided at the time of the policy launch. The director of the shanghai office of the shanghai municipal government, tin limin, made a presentation, which reached over 1. 4 million readings on the day of the tweet. Subsequently, the shanghai release continued to follow up on the exchange of time, terms, exchange procedures, etc., with a number of micro-readers of 500,000。
There are, however, accounts that are visible as a result of the explosion of the réboré language. For example, weibo, a government officer in yunnan county, who claims to be a “prince” and “scrambling back to the office” in the face of “rural farmers”, has been a cause of public alarm; the police officer in shaanxi county, who, despite questioning the use of police cars by netizens, has replied that “the family is breaking the law again? Although those microbloggings eventually apologized to online friends, the negative effects remained elusive in the short term。
As a result, the overall level of the new media remains uneven, and there is still a long way to go to improve the level。
Management mechanisms
Different inputs, more scientific management
The “quantity” of the new media for government has been uneven, behind which is a difference in input and emphasis. A journalist survey found that some municipalities and counties in a south-western province have so far failed to open new media for government, mainly because “the main local leaders did not agree to do so” and that the “zombie account” was not updated for a long time since it was opened because “some were only for the purpose of carrying out the task entrusted to them by their superiors and others were really short-staffed”. A local head of the advocacy department told journalists that “no one asked, no one asked, no one checked, and it was natural to let it go.” an official told the journalist that “showing” and a county and city had allowed the private media to take over the government press。
In the view of those responsible for the shanghai launch, the solution to the technical and creative challenges is ultimately human. “the members of our team are mainly content-producing, operational, mostly traditional media, civil servants and few skilled people. But with the new media, there is now a growing demand for technological expansion.” the director said。
The “jianjiang release” is the official official letter of the government of the city of jianjiang in hubei province. They have, to some extent, addressed the problem of talent by integrating people from government websites, radio and other platforms and by integrating the development of new media. In the long-term, they are strengthening their training and clearance capabilities。
Zhang zhi an, dean of the institute of communication and design, nakayama university, believes that for the operators of the new media in government there are not only problems of preparation, but also problems of classification and upgrading. “the platform is not operational” “the man is not equipped” “the man is unable” to “publishing insecurity” on his behalf ... Problems reflect the need for the new political media to be designed as a whole。
In this regard, in the context of staff training, the opinion calls for “to strive for a rotation of public staff in government throughout the country within three years”. The implementing regulations state that “the consolidation of websites is being advanced by moving unsupported grass-roots sites to the technical platform of the parent government website or to the secure cloud service platform”。
The new level of government media is expected to rise to a new level in the future. Wang jintao
