| As the new media has changed the traditional mode of communication, there is a huge chalenge for our government communication which mainly rely on the traditional mass media. The government communication is an important and special communication activity, is of great significance to our state and society, so the research on government communication strategies in the New Media Age is very important and practical.Around this problem, starting from the concept, characteristics and function of government communication, this paper analyzes it’s opportunity and chalenge under the new media environment, and il ustrates the importance and necessity of research on the strategies. To put forward suggestions on government communication is reasonable, this paper makes a case study on the Guangdong Release Government We Chat, making a discussion on the operation status of the government We Chat from the situation of information push, content topics, text forms and other dimensions with Content Analysis, doing thinking on the communication effect with the media and audience frames theory. And then on the basis of the Guangdong Release features and problems, combined with the theory of communication, with the results oriented, this paper puts forward the optimization strategy form communicator, content, media, audiences, communication effects and other dimensions, in order to make some contributions to the research on the theory and practice of the Government Communication. |
