The Research Of The Application Of Social Media In Public Policy Communication In China

The public policy process consists projecting, determining, propaganda and the implementation process. The scientific and reasonable of the process of public policy is very important for the construction of the system, the state’s social stability, and economic development. As a part of the public dissemination of information in the public policy process, policy communication is a prerequisite for success and an important part of the will of the state transfer into the people’s behavior.The biggest problem is communication failure in current situation in China, namely communication behavior and the process of public policy did not receive the expected results of the communicator(government). On the one hand, too much hierarchy in the process of spread is easy to get interference of the government and easy to cause information loss and relatively high degree of information distortion. For instance, the transfer of a formal document need to get through the path of the State Council provincial government(ministries), the city government(municipal government agencies), the county government(organization of county government agencies), the town of government, village committee and finally reach the initials, Any part of these links are likely disturbed. On the other hand, the unscientific use of media and inefficient transmission cause the policy information cannot be timely and accurately deliver to the target audience and the policy information may be misinterpreted and misunderstood. Those communication failures lead a result of information propagation delay, high cost and inefficient feedback of the policy information to the current information dissemination which may cause the implementation of the policy difficult, policy adjustment period of instability and the impact of social macro-control effects."To maintain the propagation mechanism framework and the existing structure the media of policy in the current political environment" would be a realistic way to communication failure to solve the problem. Around this idea, the author thinks that the "social media" is a solution to help public policy processed. Social media would rich media forms of communication, shorten the process of information dissemination, reduce the communication cost, making the information updated in a timely manner, vary the information forms and reduce policy information misreading of the audience. Weibo, Wechat, BBS and other social media have the competitiveness of resources in policy communication like "relationship network" and "line networking". In the condition of compound social interpersonal relationship structure and the solid social media users, "viral" effect of the information dissemination of public policy would be delivered.The openness of Social media, anonymity allows users to participate in the public policy process easily with low threshold. In this way, the enthusiasm of participation of the public policy of the people could be improved and the process of social democratization, the construction of the service-type government would also be promoted. However, the individual participation mode would make policy advice shunt. "Express their own position" will lead decision makers being confused and hard to determine policies. Also, "knowledge gap" in the field of public policy would possibly enforce.This research is completely from the perspective of public policy communication to study, to identify problems, and explore what stage of this process need what kind of media. Then, from the communication perspective to examine these problems, try to solve the information dissemination process of public policy problems in communication theory. In the end, this study will point out the possible operational solution in the current political environment and the propaganda system, without breaking the original transmission mechanism and framework.