[summary] in recent years, the new media of government has developed rapidly and has become an important component of government at all levels to disseminate authoritative information, strengthen political and civil interaction, channel online public opinion and enhance the capacity of social governance. The new political media is changing and influencing public opinion patterns, social governance structures and has become an important element of regional influence。
At the end of 2016, the beijing municipal commission for social development, wei letter, a public call for employment in beijing, was widely known, adding 10,000 more for two days. The humorous and funny god returned quickly and became the hottest red in the new media of government. In two short days, the official beijing-based people's government press office, “beijing released”, sent a video of beijing-based old foods carrying culture and wisdom, with over 1. 5 million readers. These are just a few waves in the new journey of the new media for government, and these beautiful little waves give us a full sense of the spring of the new media for government。
At present, there are 240,000 government microblogging accounts and more than 100,000 government microblogging accounts. In a coalition of 6 million medium-sized “communists”, represented by more than 1 million fans of the national finance commission, the central departmental forces of government, consisting of the national public security, high-censorship, high-fast, railway and other systems, the “large” corps of the new media, which uses users as partners and friends, in a spirit of equality, a “smuggling” tone, and brings together authoritative publishing, information-seeking, and political services. There are also a variety of local government media, highlighting the public-friendly service, which has become an important component of all levels of government in disseminating authoritative information, enhancing political and civil interaction, leading online public opinion and enhancing the capacity for social governance. It has become an important tool in promoting innovation in government management, building a service-oriented government, enhancing its credibility and informing public opinion。
The new media is changing and shaping public opinion
The new political media of sing ryo has completely changed the past major policy developments, major emergencies, and the spread of hot spots when nobody said, "no one has the responsibility to say, there is no channel for instant transmission, no medium for instant transmission, no medium for passivity, in response to the new media era in which everyone is a microphone, everyone is a journalist, and every government department has a new political media and a dedicated team to respond immediately to social concerns. The rapid development of the new media has facilitated and accelerated an increase in the level of response from the relevant government departments to major emergencies and major social hot spots. The response has been much earlier, leading to a new era of “first definition” and “first interpretation” of public opinion events. While the relevant government departments had previously stipulated that a press conference should be held no later than 24 hours for political matters involving particularly serious and unexpected events and that responses to other political matters should be provided within 48 hours, they have now made it clear that “the authoritative information must be published within five hours, the press conference should be held within 24 hours and, in the light of the progress of their work, the authoritative information should be published on an ongoing basis, with the principals of the local authorities and departments concerned taking the lead and making a proactive statement. From 48 hours to 24 hours to the shortest of five hours, the increase in the level of response from the government is indicative of the increase in the level of government services and social progress resulting from the departure of the new media。
The new media in government has performed well and worked well in the area of rumours. Asymmetrical information is often behind rumours, and the most effective way to counter rumours and counter negative sentiments is to use authoritative voice-to-mouth, to allow information on professional authority to reach the target audience in a timely manner, and the new media in politics can easily do so. From 19 to 20 july 2016, beijing experienced one of the strongest waves of rainfall since its entry into the country. The average city-wide rainfall in beijing exceeded the 2012 “7/21” storm, with a wide-ranging impact and high social interest compared to the “7/21” storm five years ago. During this heavy rains in beijing, the beijing new media matrix was handy and authoritative professional information first reached the target audience to clarify the rumours in a timely manner. “the strongest rainfall in beijing” “the face of the heavy rain” “how can the heavy rain strike” “the standards of these storm warning signals and prevent” you know what happens when “the firefighters rescue the pregnant woman in trouble” “the car gets involved in water? The latest signs of weather conditions and risk avoidance, such as those of the ministry of public information in beijing, have been widely disseminated, particularly through the use of mobile platforms and old and mobile media platforms, the publication of real-time road and traffic information, the constant updating of water break-out locations, the miscalculation of institutional enterprises and the departure from work, as well as the more widespread rumours of “disaster” in the storm, the clarification of the water and water services through the new media, the prevention of unnecessary panic and blind reaction, and the improvement of the precision and fine-tuning services of the new media。
The public sphere of opinion is now dominated by official public opinion, civil society and outside the country. A few years ago, the horrors and lawlessness of the public sphere of opinion were lamented by the expansion of popular opinion during the early days of the microblogging fire. Today, the strong participation of the new media in government has greatly expanded the reach of official opinion. The latest trends and characteristics of microblogging public opinion are good evidence. There are large numbers of data indicating that the attitude of the internet to unexpected events and sensitive issues is currently calming, that multiple views are competing on hotspots, that there is growing consensus within the system among the media, opinion leaders and internet users, and that the content of traditional big v concerns has shifted from political discourse in the past to diverse topics, especially with some industry opinion leaders with considerable influence in specific areas or regions becoming more active in microblogging and public expression. There has been a significant improvement in the culture of public opinion that has been the subject of much vehement vehement hostility on the part of the past. The high-quality information resources for immediate and authoritative dissemination in the new political media have played a significant role in overcoming the homogeneity and limitations of traditional media in the official media. Thus, using the new media of good governance, it is conducive to the use of the latest, simple and efficient media, channels and positions to disseminate the core values of chinese socialism and to strengthen the right direction of public opinion. It is conducive to policy interpretation, key information disclosures, rumours and rumours to increase the openness and transparency of information and to explore more effective models for the right direction of public opinion in the new media environment。
New media change and influence social governance structures
The new government media, built by consensus, shared in china, shared in china, shared in china, won in china, won in china, told good government stories, told chinese stories, gathered energy and built china’s dream together, went beyond the media and became an important part of government social governance and a key part of modern governance and modernization of governance systems. As a result, the use of the new good governance media has contributed to a wide collection of information on the minds of the people, the further expansion of popular participation, the facilitation of popular participation, the expansion of public opinion monitoring and the enhancement of social mobilization in order to better achieve social governance。
The new government media are both new and not just new, and its functions, functions and role have been greatly expanded. The media function in its general sense has led to changes in the way in which communication is disseminated and in the content of the media, as well as in the dissemination of information, the interpretation of policies and the direction of public opinion. The new government media not only expanded and upgraded the socialist core values education campaign, the patriotism education campaign, the dissemination of good traditional culture in china, the channels, methods and effects of spiritual civilization-building, but also greatly expanded and enhanced the channels, positions, platforms, means and effects of image-building in the country, regions, cities, and places, means and effects, much more than the usual methods used in the past, and the upgrading has become a living reality. Of even greater concern and importance is the fact that the new government media absorb and integrate many government services and functions, and that the crowd through the new government media mobile side has done a series of things that had previously required a lot of running many times, an upgrading that is in fact a major step forward in the capacity of the system of governance and social governance. The introduction of municipal hall applications by the shanghai city people's government news office on its official weibo “shanghai release”, the provision of “entry and exit permits” to a large number of internet users for “marriage registration appointments” and “driving permit violation scores” and the introduction of a variety of simple and fast government services in other regions and sectors have contributed significantly to the development of e-government and to the upgrading of new media outlets。
The development of the new media has moved from a spontaneous self-awareness phase to a mandatory operational phase, which has become the norm for the deployment, requirements and working norms of the various departments of the region. In 2015, the central authorities called for the advancement of the information dissemination platform, using the “new media dissemination platform” as one of four platforms for information dissemination and policy interpretation, and further called for “the active role of the new government media, and full interaction with the public” to “strengthen the new government media and gradually build platforms such as microblogging, twitter and client politics in the region”. The 2016 document, published by the office of the state council, clearly requires that “the departments of each region adapt to the trend of targeting and fragmentation of communications, further improve access to microblogging, twitter and client services, make full use of the emerging media for equitable communication, interactive communication and interactive functions of government websites, and increase the rate of arrival of responses”. The city of beijing has taken the lead in introducing regulatory documents throughout the country for the development of new media for the government, clarifying the mechanisms for the new media, and explicitly requiring all departments throughout the city to “actively promote the development of new media for the government, including weibo, wei letters and clients of government, regulating the procedures for the development of content for the new media and the response to public inquiries, setting up a dedicated person for the management, operation and maintenance of the new media for the government's authoritative information, and actively interacting with the public” and making clear that “the municipal press office will provide overall direction to the new media for the whole city, including weibo, wei letters of government and clients of government”. This is a landmark guide, basis and mastery for the new media in beijing city departments. The gradual introduction of these systems has contributed significantly to the emergence of new political media。
New media has become an important element of regional influence
The new media are closely linked to the power of the city, and how it works has been directly linked to the image, strength and influence of the region, the sector. The government's desire for synergistic development is a national development strategy, and the need to connect the new media in the country's government has become a pressing need to increase regional influence and radiation. In the development of synergies, there are many important policies, major initiatives, critical information needs for immediate dissemination, and potential emergencies such as the explosion in the new tianjin sea area require the collaboration of the new media of the three territories. The integration of the connectivity of the new media of the three territories into the institutional mechanisms for administrative synergy, the establishment of coordinated communication organizations and mechanisms, the guarantee of immediate and efficient communication, the development of systems and regulations for integrating and sharing information sources, and the guarantee of instant connectivity of the new media of the three territories are already a real necessity. The development of skills training in the new media in the three governances to ensure that the new media in the three governances are well developed, dynamic, well-matched and mutually supportive should be useful things that we can actively do now。
In november 2011, beijing established a new media cluster platform in beijing, the beijing political weibo communications office, which led the national effort to achieve a “twilight” of tweets, a “twice matrix” of government agencies and news spokespersons, and a “beijing model” of the two microtwines. The micro-blogging cluster covers 73 districts, commissions and 105 press spokespersons throughout the city. The beijing model for new media in the “two micro-matrix multi-client” government has become fully mature and is being replicated and replicated. The official beijing people's government press office has published more than 9,000 tweets each year, with a current number of 1,263,000 fans. The party's voice has become the most popular brand, and beijing's flagship has a cumulative read volume of 3,584 million, an important platform for public policy and an influential brand for the new media in beijing. The beijing weibo press room, with over 135 million fans in total, 28 twitter accounts with more than 1 million fans, and 35 units with a secondary microblogging matrix, published nearly 42,000 messages with 20 million readers. A second-tier matrix has also been set up in the districts and commissions. It can be said that there is a new government media in beijing, a new government media in beijing, and a new government media matrix in the new media system。
A strong effort to develop new media in government is needed in times and times. In the era of mobile connectivity, the new government media should occupy a high level of internet transmission, and government departments and technical departments should continue to give the new government media an inexhaustible dynamic。
(by the deputy inspector-general, ministry of communication, beijing city council, the office of the beijing city public information leadership group, and the deputy director, press office, beijing city people's government)
