Pointing Perspective | Post -epidemic Era of the New Media of Government Affairs in the Era of Government Affairs

Author: Hu Jianhong, Director of Lianhe Daily New Media Center

Source: "All Media Exploration" July 2022 issue

Abstract: In the post -epidemic era, with the adjustment of public opinion ecology, communication pattern, and the adjustment of netizens' behavior habits, new government affairs media have undergone corresponding changes in spreading platforms, operation and maintenance models, expression forms, and functional construction. Based on the development example of new media development in various places, this article analyzes its changes and development characteristics, and provides reference for related decision -making and development.

Keywords: post -epidemic era; new media of government affairs; changes

In recent years, due to the repeated epidemic of new crown pneumonia, many habits such as traditional production, living models and public exchanges have also been changed, and new topics have also been proposed to social governance work. In the process, new government affairs media as the party and the government to practice online mass lines, optimize government services, unite social consensus, and build a clear network space. Construction and other aspects, play an irreplaceable role.

1. The communication platform accelerates to diversified directions

Since the birth of government affairs Weibo in 2009, the new government affairs media stayed on the development stage of "two micro -ends and one website (Weibo, WeChat public account, mobile client, and government website). Since 2020, based on the actual needs of online services and obtaining epidemic prevention and control information, various types of government affairs media users have increased rapidly. The original platform is not enough to support the needs of public information dissemination. In order to better serve the huge network users, the information platform represented by headlines and surging, video platform represented by Douyin and B Station, and the community Q & A platform represented by Zhihu, etc., gradually becomes party and government and government at all levels. A new position of the organs grabbing the beach.

As of December 2020, 31 provinces (autonomous regions and municipalities) in my country have opened Weibo, headlines and Douyin. Among them, there were 140,837 government affairs agencies certified by Sina Platform, and governments at all levels opened a total of 82,958 government affairs strips, and 26098 government jitter numbers were opened. [1] The gap between the quantity between the government jitter, the headline, and the old platform institution's government affairs Weibo account continued to narrow. For example, in the post -epidemic era, the "National Team" institution has successively settled in the Zhihu platform and interacted with netizens around national affairs, social hotspots, government services, etc. As of now, Zhihu Institution has settled in more than 40,000.

As the diversified platform continues to join the spread chain of the new government affairs media, new government affairs media "connected into the net" has effectively broke through the traditional propaganda barriers and allowed information and services to reach the masses' "palm", "fingertips fingertips, fingertips, fingertips "".

2. The operation and maintenance model is gradually developing in the direction of cooperation

In the post -epidemic era, party and government departments at all levels have leveraged the professional advantages of the media to continue to deepen cooperation in the field of new media, becoming a major trend in the operation and maintenance of new government affairs in recent years. A considerable part of the local governments and departments entrust professional media to replace professional media on their behalf to make up for the new media of government affairs to make up for the lack of strong professional forces and limited personnel preparation. The intervention of professional forces can help government departments to better customize editing, planning and promotion of public information on public information, timely monitor and analyze public opinion, and carry out interaction of netizens; the media has dug more authority through in -depth cooperation with government departments to dig more authoritative authority , One -handed government information, consolidate the main position in the field of communication, expand market share, and expand business scope. The cooperation between the two sides in the field of new media has gradually formed a matrix of deep integration, rich channels, extensive coverage, and effective communication.

In this regard, the cooperation model of new government affairs media in Kaifeng Municipal Affairs in Henan Province is quite representative. In July 2019, the Kaifeng Municipal Government and the Kaifeng Daily signed a cooperation agreement to jointly build the Kaifeng Municipal Government's portal. The newspapers are transferred to the backbone personnel, set up a special government operation and maintenance center, and set up a full media government operation and maintenance team. At the same time, the newspaper also dispatched professional forces to enter the Kaifeng Municipal Government Office to work with its office and link in real time. In addition, many government websites such as Kaifeng, Municipal Organ Working Committee, Kaifeng Municipal Social Security Bureau, Henan Free Trade Zone Kaifeng District, Civilized Kaifeng, etc. are operated by Kaifeng Daily. At the end of 2021, the "Media Integration Innovation Platform based on Kaifeng Government Services" was selected into the National Press and Publication Administration "2021 China Newspaper Deep Integrated Development Innovation Case". [2] The government department of Jinan City, Shandong Province has launched new media operation and maintenance cooperation with local mainstream media Shun.com, and launched the "Jinan Government Affairs" dual micro. In 2021, the national outstanding government affairs platform (digital government) evaluation results were selected as "2021 China in 2021. "New Media for Government Affairs" also achieved a win -win situation. In addition, new media platforms such as Douyin and other government departments and media agencies have jointly launched the "Government Media Number Growth Plan" to improve the content production capacity of government media through training teaching and content production. Different cooperation operation and maintenance models have emerged, and new government affairs media can better adapt to changes in the network environment.

Third, the form of expression is quickly transformed in the direction of the people'sization

In the post -epidemic era, "the new media of the National Network" promoted the changes in the new media of the government affairs with the change of the position of the propaganda, the public opinion ecology, and the main body of the communication, and the authoritative barriers of the public policy maker, the unidirectional communication of government affairs information and the media platform manager Quickly transform into the form of expression of more affinity, equality, interaction and innovation. Some of the new government accounts of the government affairs are based on their posts, leaned down and walked to the masses, standing out in the current network environment, becoming a new "Internet celebrity" that the public likes to see. In March 2021, the new government account "Shen Xiaowei" of the Shenzhen Health and Health Commission "Shenzhen Xiaowei" became popular with the magic slogan of "We are vaccinated together, and Miao Miao Miao Miao", which caused the network to spread the fun and disseminated epidemic prevention slogan. The boom. In June, in the message reply of Henan CDC WeChat public account, "Re -Answering: New Crown Vaccine Related Taboo Related Issues", "I feel that you are not fat, but swelling caused by allergies to life" and other humor The expression method broke the natural gap between official media and netizens, reduced the masses' doubts about vaccine injection, and aroused the attention and praise of a large number of netizens. In July, the Public Security Bureau of Qujing Fuyuan County, Yunnan, in promoting cautious wild fungi, based on Yunnan mountain songs as tunes, and created "red umbrellas, white rods, lying on the board together after eating", became a hottest. Essence

The new government of government affairs has successfully established communication channels with netizens with humorous expression, and effectively achieves the propaganda purpose of "widely confession" in professional knowledge. The above three cases illustrate the feasibility of the expression of the expression of the people in the current network environment. It provides the "circle" idea for other new media accounts of government affairs, attracting more government affairs new media accounts to participate in practice.

Fourth, functional construction expands rapidly in the direction of service

On February 7, 2022, the State Council issued the "Guiding Opinions on Accelerating the Standardization and Standardization of Government Services", and proposed "'online, hand -in -hand, handling, nearest, one -time, one -time, and easy -to -do, online and offline government service online and offline The goal requirements of deep fusion ". In the post -epidemic era, based on actual needs, more and more government departments have increased government services from the PC to the mobile terminal, and "hand -in -hand office" has become a common requirement for "Internet+government affairs". Expansion towards information dissemination and government services.

In terms of functional construction, the WeChat platform performs particularly in the development of government service cooperation. For example, the WeChat public account entrusted by the Shandong CPPCC commissioned the media operation and maintenance, issued an initiative to consensus consensus, united 40,000 members of the CPPCC and the CPPCC participation units in various forms in various forms in the key nodes of the epidemic prevention and control. In social development affairs, the results are outstanding. From the "Anhui Tong" in Anhui to the "Guangdong Province" in Guangdong, from the "Zhejiang Office" in Zhejiang to the "Chongqing Office" in Chongqing, from Shanghai's "application" to Tianjin In the next more provinces and municipalities extended government services to WeChat mini -programs, while publishing information on the public account of government affairs, the government account also served as a nucleic acid testing designated hospital inquiry and health code prevention and control related services. Taking the WeChat public account of "Jinan Medical Insurance" as an example, it contains three types of functions: message, video number, and service. Netizens can check the balance of medical insurance accounts, maternity insurance, and historical payment through WeChat public account.

At present, due to the constraints of technology and funds, some WeChat public account government service functions are still in the trial operation stage, and the stability is poor. For new media accounts that have not developed the function of "handling", it is also a useful exploration to promote the implementation of government services through interaction with netizens. For example, the Hunan Provincial Expressway Traffic Police Department focuses on social collaboration and co -governance forces, launching the "casual shot" function on Weibo accounts and WeChat public accounts, mobilizing the masses to continue to report traffic violations, and better optimize the order of highways. The public account of the Shenzhen Health Commission "Shen Xiaowei" in the form of "call" in the message area coordinates relevant departments to help pregnant women who cannot quickly enter the hospital during the epidemic and breakfast shop owners who have difficulty in operating operations to solve the problem and indirectly meet the government service demands of netizens. Let the public intuitively feel the responsibility and responsibility of the Shenzhen government's "people -oriented".

"The Ming people have changed due to the time, and the people of the knowledge are done." New media at all levels have been tested in the prevention and control of the epidemic prevention and control, and played a key "cockpit stone" role. In the context of the normalization of the epidemic prevention and control, only the new government affairs media can only take the Internet and continue to enter the Internet and enter the hearts of the people.

[references]

[1] China Internet Network Information Center (CNNIC), 47th "Statistics Report on the Development of China's Internet Network" [DB/OL] .http: // www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/202102/p020210203333480104. PDF, 2021-02-03.

[2] Qu Yanzhi, Li Sixuan. Adhere to the content of the "1+N" government service- "1+N" government service- "media-based media integration innovation platform" practical analysis [J]. News front, 2022 (05): 31- 34.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X.Pioneer in August 2021.The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

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