Research On News Release Mechanism Innovation Of Local Government Under The Background Of Media Convergence

The rapid development of the Chinese economy and society that caused by the transformation of society has improved fundamentally people’s material and spiritual life and stimulated greatly people’s enthusiasm of participating in the social governance. With reform entering deep-water zone, social development has entered the active stage of uncoordinated factors and peak period of social conflicts, which pushes forward the transformation of government functions and creates necessary conditions for the government information openness and the innovation of news release mechanism of government affairs. Under the background of the rapid development of Internet and emerging media, the information openness and news release of government affairs increasingly stress efficiency, speediness, interaction and feedback. Complying with the trend of integrated development between traditional media and emerging media as well as the changes of communication form, an increasing number of local government sectors have launched government affairs microblog and government affairs We Chat to seize the main land of the guidance of network public opinion. However, the rise of new media such as microblog, We Chat and other social media has brought new challenge to the government sectors in their practical work, and the “cacophony of voices” of opinion expression has caused the vacancy of government news release channels and the weakening of government news’ authority. To this end, how the local governments adapt to the trend of media convergence and how the local governments carry out innovation in news release mechanism of government news have been practical questions that the local governments badly need to solve in their governance.As the foremost position of reform and opening up, Guangzhou Municipality has always been attaching importance to the construction of sunshine government and promoting actively the information openness of government affairs, and it has always been at the forefront of innovating news release mechanism around the whole country. Therefore, on the premise of hackling and summarizing the background of media convergence, experience in the work of government news release in Guangzhou Municipality has very important research value and practical significance. Through methods of literature research, case research and history research and combining with the communication theory as well as the relevant knowledge, this paper will take reform and innovation of news release of government affairs in Guangzhou Municipality as the research sample to explore ways of thinking of reform and innovation routes of news release mechanism of local governments, and it is expected that this paper can provide reference with demonstration values for the reform exploration of the local governments’ news release work under new situations and circumstances.