The Governing Online In The Perspective Of Political Communication

The governing online refers to the government's behavior that communicate and exchange with netizens on political, social and livelihood issues on the Internet. The governing online which shows the process of dynamic dialogue and interaction between the government and netizens is also a political communication behavior of the government in the network era. That is to say,the government and the netizens are respectively takes as political communicators and recipients, the Internet is the medium, and the information released by government and the netizens' feedback is the content of political communication. The biggest difference to the political communication under the traditional media environment is that the governing online created a mode of two-way interaction communication between the government and netizens.The netizens are no longer passive information receivers,they can promptly issued to government information feedback, sometimes even take the role of political communicators. Therefore the political communication in the era of network consists of two parts:political information circulation on the Internet and political opinions feedback between political subjects,which constitute a completes information flow process.In addition, as the process of government political communication the governing online has some influences to the government,the netizens and the society. For the government,through governing online can achieve the timely and effective guidance of public opinion, and establish a democratic government image; For the public, it promotes the political participation, and also is conducive to the bottom-up supervision; as to the society, the governing online further building and extending the public domain, and promote social stability and harmony. Therefore, the governing online pursuing a win-win-win situation.