| With the development of mobile Internet,the use of social media gradually step into people’s daily life.Because it is mobile and convenient,personalized and other advantages,social media is increasingly replacing the traditional news media,and has become an important channel for the public to obtain information.The embedding of social media not only changed the traditional sense of mass communication,but also changed the interpersonal communication and government communication in the region,and the interactation model with each other.The introduction of regional communication social embeddedness theory bases on social media research,social media and China’s largest Tencent as the research sample,using content analysis method,questionnaire survey method,case study method,depth interviews and other research methods,analyzing the social media to the real scene from the virtual space,from Online to Offline and the embedding area after the propagation of regional public interpersonal communication,mass communication,media area regional government spread effect,and the coordinated development between the three.The main research contents include:1.The communication behavior and network reconstruction of the public in regional communication embedded by social media;2.The interlocking of interpersonal communication between regional mass media and social media requires the socialization of mass media in content distribution,news production and professional thinking;3.After the social media is embedded in the social media,the regional government is socialized in the system,process and sociallization of the government.This study found that:1.Social media is embedded in the public in the individual area shows a social reproduction,and reconstruction of the area of the individual network,online and offline integration,and social media into regional communication "as an individual,the individual physical presence,are likely to become" spread the center ";2.Mutual embedded in the area of mass media and social media,interpersonal communication,the significance of the mass media is not only to provide information,but as a" public space "the inner part,become the organic composition of this relationship in place.".Regional media reflects the issue of social and regional news production socialization,regional characteristics such as social agenda checks;3.Regional government media embedded in the society,the government,the media and the public,the three party rights redeployment division,government communication system presents the structure and open to the public.The system function has been discussed by the public,and the system culture accepts the public supervision.The process of communication is characterized by flattening and nonlinear,which breaks through the bureaucracy of the government.Communication policies,including political rulemaking,political rulings and political management,are all deeply involved by the regional public through social media,enabling the socialization of communication policy.This paper analyzes the synergy between the three,the media,the government and the public,and puts forward three synergy fields:"the regional information field between the public and the media","the regional public opinion forum" between the public and the government,and the regional public opinion field between the government and the media,as to ensure the synergy effect.The social media is embedded in the region and changes the elements of the regional communication system,the public,the media,and the political power.The public has gained more and more voice and self-organizing capabilities.The media and political force have to adjust their posture to establish effective interaction with the increasingly powerful public.In the empirical research of social media and government communication,the existing literature is still dominated by traditional qualitative research methods,and more in-depth quantitative research is relatively scarce.In fact,with the development of new media,the relevant data on the Internet show rapid growth,the Internet has a large amount of data,data types,strong objectivity and obtain many advantages of low cost,rich in value,the way to become a research hotspot in the field of new media and big data application of e-government.Taking Tencent government penguin as an example,this paper combines qualitative research with quantitative research from the perspective of open government to explore the use of social media in government agencies,which is of great theoretical value for the research of government new media.In the end,this paper studies the qualitative and quantitative methods of combining case study with large data technology to analyze the promotion of government WeChat on public issues,and provide reference for national governance and internet political research.We find four trends of government innovation under the internet background:first,from rule to governance.Second,from the rule of man to the rule of law.Third,from control to service.Fourth,from the omnipotent to the limited.As an important link of the Internet based government innovation,government WeChat is relying on its strong social,high content internalization rate,integrated service ability and other advantages to promote the government,the rule of law government,the service government and the limited government.In terms of government new media’s case studies,this paper aims at the current theoretical research of government new media,which is mainly based on traditional qualitative research methods,and the phenomenon of lack of quantitative research has been improved.I found that,after the development of new government media,the data on the Internet showed a blowout growth.The Tencent chief penguin,for example,in the opening of government from the perspective of the qualitative research and quantitative research,to investigate the behavior of the government and government agencies use the new media,the new media government study has important theoretical value,but also for the government to improve government ability,scientific use of new media to provide substantive suggestions develop relevant strategies. |
