Study Of The Governmental Officials How To Cope With New Media

We are currently in the era of new media society which is mainly made up of internet web, and web is exercising its great influence on our life in every aspect at an alarming rate. Consequently, the special feature and unique regularity of this period that web brings must have a profound effect on the administration of Chinese governmental officials.In recent time, our government functions is on the period of transformation. The positioning of government role and its capability of public administration&service have a far cry from the corresponding criteria of those developed countries. Some traditional thinking model in public administration&service and its old way of act for the governmental officials would produce difficulties when coping with objective influence that public opinion in web arises. Negative social effect would create when the government fails to find an adequate solution to deal with social emergency and crisis of public opinion in web arising therefore, which would further more damage the image of the government.In this paper, the conception of new media is analyzed at first, then on the base of putting forward features and influences of new media, the relationships between new media and governmental officials is made clear and new media’s great influence on administration of Chinese governmental officials is demonstrated as well. Assisted by relevant theories and practical case analysis, the article expounds how to scientifically improve the talents of communicating with new media for governmental officials. Several measures are proposed including how to develop news sense and news accomplishment of governmental officials, how to have the aid of new media, how to cope new media in emergency, and the position of government and new media, etc.