Research On New Media Management Strategy Of Local Government Affairs

With the rapid development of the Internet,information dissemination methods are constantly updated,and new media,represented by weibo,wechat,short video and mobile clients,have become new channels for people to obtain information and communicate and interact with each other.In the face of the increasing diversification of public information needs,the shortcomings of the traditional government information dissemination model have gradually emerged,and the phenomena of "communication failure" of government affairs and failure of public opinion guidance are common.Based on the new requirements of modernization of national governance system and capacity,if we want to improve the level of comprehensive government management,promote the modernization of social governance,create"service-oriented government" and "smart government",and build a number of governmental new media with smooth information flow,diversified communication and good interaction,it has become an inevitable trend.In order to promote the modernization of social governance and to build a"service-oriented government" and "smart government",it has become an inevitable trend to build a number of new media for government affairs with smooth information,diversified communication and good interaction.In this regard,this paper starts from the intersection of public administration and communication,based on theories of smart government,agenda setting and third-party governance,uses case studies,interviews,comparative analysis and other research methods,and combines its own knowledge in practice to study the development of local government new media and explore new models of local government new media development that meet the characteristics of China’s national conditions,regional features and sectoral characteristics.The study will explore a new model for the development of new local government media that is in line with the characteristics of China’s national conditions,regional features and sectoral characteristics.Firstly,through the study of the change of government communication mode,we clarify the concept and characteristics of government communication and new government media,and analyze the inevitability of transferring the main position of government communication to new government media;secondly,we analyze the main ways of current government new media operation and management,and find that there are major problems such as poor public opinion guidance,unprofessional construction,operation and maintenance,and limited interaction between the government and the people,so as to further explore the feasibility of introducing "third party" into new government media.Finally,through a case analysis of the current situation of governmental new media operation and management in the city of D,we present the specific practices of local party media as a "third party" participating in the operation and management of governmental new media,analyze its main advantages and problems,and clarify the reliance on "third parties" for operation and management.problems,clarify the boundary between relying on "third party" and relying on "third party",and finally propose a new model of government affairs new media development with government departments as the leading department and active participation of third parties."Finally,we propose countermeasures to establish a new model of government affairs new media development led by government departments with active participation of third parties,so as to give better play to the role of local government affairs new media,enhance the government’s ability to make decisions,implement,serve and disclose results,and help build a smart government.