Research On Persuasion Effectiveness In Policy Communication Of Grassroots Government

Persuasion is the purpose of communication,which is closely related to communication practice under specific circumstances,and is a research subject worthy of further study in the study of political communication.The connotation of building a service-oriented government,a sunny government,a responsible government and a digital government requires that the concept of "people-centered" be carried out in the implementation of public policies,especially in the grass-roots governments that are closely connected with the people.Through communicating with the public,the grassroots government can persuade them to accept and agree with a certain policy,which has become the core goal of communication practice,and also the field to be explored in the research of political communication.Since July 1,2019,Shanghai Municipal Household Waste Management Regulations have been formally implemented.As it requires the public to change their garbage disposal habits from an unprecedented level of regulations,it is not a simple issue of enforcement.It also needs to deepen the communication and dialogue between the government and the public to persuade the public to accept the policy.Therefore,this study aims to take policy communication as the foothold,the grass-roots government as the focus,to explore the effectiveness of persuasion as the foothold,combined with typical cases,to explore the issue of persuasion in grass-roots government policy communication.On the one hand,it can promote the grass-roots government to achieve specific goals,on the other hand,it can expand the research vision..Based on Hovland’s persuasion theory,this study combined case study method and semi-structured interview method to conduct field research on the policy communication process of W town in Shanghai,and carried out an analysis from point to area.In combination with Hovland’s persuasion theory,the theoretical research framework is divided into four dimensions: communication subject,persuasion information,persuasion object and persuasion situation,and the dimensions are explained in combination with the general situation of grass-roots government.By comparing these four dimensions,the analysis of the case and the mutual observation of "points" and "aspects" reveals that the grass-roots government has made some positive explorations,such as improving the system of government affairs openness and policy interpretation,establishing public policy publicity groups,and vigorously promoting the construction of financial media.However,there are also some persuading bottlenecks and dilemmas,which are embodied in the challenge of the information source status of the grass-roots government,the need to strengthen and perfect the information communication mechanism,the lack of flexibility and creativity in the persuasion process,and the poor timeliness of the policy identification of the communication objects.The main reasons for the problems lie in the existence of different degrees of "echo room" effect,the existing "trust gap" psychology of the communication object,the trend of interest differentiation and value differentiation of the audience,and the insufficient capacity of new media persuasion matrix construction.Therefore,this study proposes that the grass-roots government should improve and adjust the relevant organizational structure and working system,improve the construction of policy communication mechanism,adapt to the characteristics of the audience,pay attention to the persuasion skills of communication information,and actively adapt to the change of communication environment.