The Research Of Constructing And Improving The Ability Of Press Spokesman In Web2.0 Era

The new media ecology has brought new challenges for Web2.0 press spokesman. In recent years, the press spokesman on behalf of government to disseminate information activities to ease public contradictions, but itself has been talked about, parodied, and investigated in the field. Faced with the new media environment, the press spokesman for showing an information processing delay, avoid media questions, be acrimony and other issues.The research focus on studying the effects for press spokesman by the new media ecology, we find that the current media ecology is showed as Web2.0, which is rise from the self-media development, pan-media dissemination, various opinion leaders and weak gatekeeper phenomenons are all existed.Press spokesman need to play many roles such as the perception of public opinion crisis, public opinion gatekeepers, authoritative information publishers and the person can resolve those public conflicts.From the research we find that the capacity of press spokesman in Web2.0 media ecology had some problems mainly in the follow factors,such as lack of awareness of new media, be short of responding to public opinion, cultural awareness, and also public awareness, what’s more,the courses of promoting and enhancing abilities are also have defects.Based on reality, in Web2.0 era,as the new media ecology for the point of view, combined with the knowledge of Public Relations, the Communication theory, Political Science and draw the lessons from the United States’press spokesman. We leading to the conclusion:the capacity-building of in Web2.0 era need to be realistic and adapt the changes of new media ecology, build the ability of press spokesman from the following aspects:enhance the ability of the new media thinking, improve the reaction mechanism of public opinion, polish up the training course setting, so as to adapt to the new media environment of Web2.0 much more better.