| With the rapid change of media environment，every field in society facingchallenges and opportunities，the change is inevitably entered the field of governmentcommunication. Especially in mobile phone as the carrier of the rise of mobile Internet,break in the situation that traditional media government checks strictly. Under such agreat change, the government must change its attitude, so as to adapt to the developmentin the new media environment.The paper is based on the government communication concept, combining with themost popular events of Zhejiang province in the current and future---“Five WaterCo-government†as a specific example. First, the research is conducted on theelaboration of government spread,“Five Water Co-government†and relevant concepts.The paper starts from the micro analysis of “Five Water Co-government†spread,analyzes main spread process, five key elements of spread etc. One by one, and thensummarizes from the macro layer of government spread. Second, nowadays, with themedia environment changing rapidly，analysis the deficiency and the Characteristics inthe government communication. Finally, combining the media environment and thepreceding analysis in the article，give some suggestions about how to improvegovernment communication capacities.Marshall McLuhan once said,"The medium is the basic driving force of thedevelopment of the society, as well as to distinguish the different social form, each kindof the produce and use of new media, declare we are entering a new era." The newmedia era has already arrived. The government faces both opportunities and challenges.Facing the new media, the government should take advantage of new media, to the roadof integration development. |
