A Study Of The Interactive Mechanism Of The Media And The Service-oriented Government

In the 1970s and 1980s, some Western developed countries such as England, New Zealand and so on started a reform tide, attempting to change the traditional control-oriented government to the modern service-oriented government. This tide, has very quickly brought the huge challenge for the national government function reform in many countries and also has led to our government function transformation. With the development of the global media and the enhancement of the information flowing, the society is comprehensively entering the mass media dissemination age. Mass media has become an important means of effective communication between the government and the public, objectively requiring the full cooperation between the news media and the Government.On the basis of grasping the laws of news and with the aid of the medium the Government needs to sharpen the media utilization ability, propaganda party and government's general and specific policies, disseminate government will, expand government affects, propaganda and set up the government's positive image; meanwhile, media should play the role of a bridge between the government and the public, that is, to stimulate society vigor, to melt away social contradictions, to maintain the social stability and unity, thus laying the powerful public opinion foundation for the construction of harmonious society.On the background of society transformation, how to deal with the relationship between media and government is a new and valuable problem. The author has used many methods, such as investigation and research, information and literature analysis, evidence research and so on, to analyzed the relationship between the government and the media from macro-level and micro-level and criticized the shortage of the government's existing mode of its media management. For example, the government can't provide sufficient information to the media, its incorrect media supervising and insufficient cooperation with the media in face of Public Emergency. In addition, the author has brought forward 4 win-win systems for both the government and media: the controlled release system of government spokesman, the system of the media to improve government function by institutionalization, the government response system under the media's supervising, the system of sufficient cooperation in face of public emergency. Meanwhile, the author has also given some specific suggestion on the operation of those systems. All these suggestions are valuable on guiding the system cooperation and can be used for the reference on good mutual cooperation between the media and government.