Study Chinese Government Spokesman System In The New Media Environment

In1983, China witnessed the establishment of the government spokesmanship system. With Chinese government exerting great efforts on the advancement of the government spokesmanship system, government spokesman is getting increasingly influential, and academia continuously delves into the study of government spokesmanship system. As an institutionalized communication activity, the setting up of government spokesmanship system aims to strengthen the communication and feedback between the government and the public, which was greatly affected by the flourishing of new media. The Internet and Weibo as representatives of the new media, the information sources being more diversified, the communication channel being more complex and the impact of interaction and equal communication being more obvious, presents opportunities and challenges for the government spokesmanship system and changes the game condition of the government and the public.This paper talks about the development of government spokesmanship system under the circumstance of new media from three perspectives----communicators trying the new medium of the Internet spokesman, communication channel extending governing Weibo and the subject-object relationship transforming from "speaking" to "dialogue", and confirms that protecting the public’s right to know is the value harbor of government spokesmanship system. Meanwhile, new media brings sophisticated opinion environment, i.e. the decentralization of the channel increasing the uncertainty of public voice on Internet, weakening of the role of "gatekeeper" adding the resistance to control the public voice environment, liberalized expression raising the deviation of the public voice, and the integration of the public voice of new media and traditional media strengthening. It is both a challenge for China government spokesmanship system and an opportunity for its self-improvement.The purpose of this paper is to explore in the new media environment, how to optimize the Chinese government press spokesman system, enhance the communication effect. Based on the propagation mechanism of Lasswell "5W" mode, from four angles of communication, information, media and audience angle, puts forward the ways to improve the Chinese government press spokesman system under the new media environment. This includes:in the development of Chinese government news spokesperson system, the government spokesman must be familiar with the new media law, improve media literacy, changing from the official language to the audience, language, form an effective dialogue in the new media era; the dissemination of the contents to respond to the "zero information" phenomenon, the communication system fragmentation, perfect information bulletin mechanism, also do a good job of public opinion analysis, optimization of publication; to promote the construction of physical and virtual space of two kinds of communication channels, pay attention to the development and use of international cooperation and new technologies; and new media to establish the benign interaction mechanism, good to strengthen effective communication with media reporters, citizens use interpersonal communication model.