The Research On The Government Public Communication In The New Media Environment

Social media environment is a kind of model in social life and communication which created by the mass medium in society, especially the dominant medium, and have played an important role in shaping the generation and evolution among the politic, economy, culture and social life. In recent years, as new media technology continuing to be mature and innovative, other new Medias such as internet and mobile phones being spread moreover, they have been the dominant medium gradually as the society for its transmission range and influence power has gone far beyond the traditional mass media, which also has broken the original social media matrix and formed a new media environment. In this new media environment, information dissemination with a new feature has been prominent in increasingly impacting the public dissemination of government. More and more phenomenon occurred in, such public acquire the relevant information or express their wishes and views by using new media, thus to affect the public opinions and influent the related policy formulated and government behaviors implemented. Therefore, how to adapt to the new media environment and how public communication of the government regain the initiative rather passivity to achieve the maximum effects in transmission, has been placed as an urgent and vital issues in our government and academia field. It is not only related to the effectiveness of government policy, but also to the great cause of building a harmonious socialist society.Media environment and public communication of government relations is that the Government must clarify the public dissemination of the links, I believe that the government is an open public communication, development of the system, the new media environment on the public dissemination of this communication system, the government created a huge impact, changing the Public dissemination of social communication environment in which the government's public dissemination of the collapse of the old mode of transmission, against the Italian public has prompted the Government to create open public areas have access to the right to speak to social forces. In order to maximize the efficiency of public communication of government, we must establish and perfect the mechanism of government information public, the government spokesman system, mechanisms for rapid dissemination of emergency and crisis information dissemination mechanism. Only adapt to the new media environment, public dissemination of government can only promote social harmony. In a word, building a harmonious society in China practice, inseparable from the interests of public information and public sharing of the government's public communication mechanisms, methods and efficiency, is a lot of harmony to achieve the key objectives. Only adapt to the new media environment, the government can get a good spread of public dissemination of results, to help the government better policy administration, can be beneficial and harmonious relationship between the government and the public can be harmonious and beneficial to society.