Research On The Current Situation And Countermeasures Of Government New Media Under The Background Of Media Convergence

Under the environment of Internet,various forms of new media have been put in bloom,and greatly changing the way people get information.With its own unique advantages,new media has infiltrated into all aspects of social life.With the rapid development of new media,government departments have also begun to realize the importance of the use of new media to carry out government affairs.A large number of government websites,government WeChat,government micro-blog,government APP and so on have come into being.In fact,the original purpose of the new government media is to provide government information and services to the public better,so that the public can be able to transfer to the various government departments through mobile phones or computers at any time and anywhere,to achieve online services and access information.However,as the country to vigorously promote the"Internet plus government service",many government departments began large-scale open WeChat and micro-blog,and that led to a number of new media government of various types of the rapid growth of new media.At the same time,various government new media have problems such as slow updating of content,serious repetition construction,narrow audience scope and single service function.On the other hand,the development of the new media has caused the traditional media to suffer heavy damage.In 2014,the party and the state began to promote the implementation of the "media fusion" strategy.In order to seek transformation and development,some local traditional media organizations began to cooperate with the Internet Co and committed to the integration of local government resources.Traditional media organizations play a leading role in building up government affairs cloud and promoting the development of government new media.With the successful practice of Hubei,Hunan,Guangxi and other places,media integration provides a new way to standardize the development of local government new media,namely,to build a unified new media integration platform by traditional media organizations,to coordinate the standardized construction of local government new media and to optimize the layout of the new media.In view of the above two aspects,this article from the perspective of media integration,first of all,the relevant concepts and theories of new media and media integration is in detail elaborated,and take Anhui Province as an example,the development of the "two micro end" of government affairs in Anhui province is investigated and analyzed,and the achievements and major problems in current development of government new media of Anhui province has been summed up.Secondly,two typical provincial government new media platforms,"the Yangtze River Cloud"and "the new Hunan cloud",are summarized to provide a reference for the development of the government new media in Anhui.Finally,on the basis of the existing problems in the development of the government new media in Anhui Province and the experience of "the Yangtze River cloud" and "the new Hunan cloud",the author puts forward the relevant countermeasures to optimize the development of the new government media.Media convergence and government new media are two things.The successful practice of local media convergence provides new ideas for the benign development of government new media.Therefore,we should make use of the opportunity of media integration,and introduce the traditional media institutions to give full play to their own advantages,and optimize the development of new government media,and make the new media a real online platform for the people to handle affairs.