Political Communication Research In Network Technology Age

"Network Politic" sweeps across the country in Web2.0age, its innovative interactiveexpression mechanism will connect the government and public opinion more directly.Why theNetwork Politic become common practice? The author finds the basis in the innovation diffusiontheory.At present, Network Politic throughout the country appears imbalanced, the reason issubject to economic and social development factors.In the process of using Network Politic,different types, different levels, different parts of the government departments are classified asdifferent adopters.And at the same time the author discovers that the government set up themicro-blog in the enterprise website as a result of promoting government information publicityby the market mechanism.Through three aspects of empirical analysis, this article aims to academically indicates thedemand of change in the pattern of political communication in the network environment.Firstly,the analysis of the Guangdong Network Politic example shows that, politicalcommunication have already can't again with one-sided communication way in the networkera.The government must transform the way of communication, improve the media literacy, andset up Network Politic as a way of providing public services.Then,government spokesman needto improve network communication ability especially language ability to meet the need of thepublic from the attitude and expression.Secondly, the Guangzhou citizens attitude to Network Politic survey shows that, thenetwork can provide new channels to participate in politics, but not necessarily bringparticipation enthusiasm.The government will combine the reality channel and the virtualchannel to meet the growing public demand to political participation.Thirdly, the analysis Network Politic in public policy events, public opinion into policychannel become more unobstructed in the network era.The government needs to change the ideaand respect for the benefit of the public demand, or easily get involved in public opinion vortexin the Internet era.The author finally puts forward that the development of political communication is connected to the political culture.So the political communication of our country could not use thespread of western "public domain" to study.At last,network democracy will develop and improvewith the growth of civil society,and synchronizes with the political reform process.