Research On The Current Situation Of Grassroots Government New Media Operation And Its Promotion Strategy

Emerging technologies continue to empower,information production methods continue to change,and the authority of mass communication is challenged.Information communication has entered an emerging field dominated by highly linked group communication,coexisting with mass communication,interpersonal communication,and organizational communication.The era of communication is here.In the new field,the pattern of social capital gathering has been rewritten,and the linear communication model centered on the passer-by has been changed,and replaced by a network communication structure with users and link relationships as the fundamental elements.With the development of cognitive communication and emotional interaction,the public opinion field and opinion space are increasingly open.The new media of government affairs is an important channel for the government to disclose government affairs,provide government affairs services and build the government image in the era of mass communication.,comply with the law of mobile Internet communication,actively cater to social conditions and public opinion,and provide a path for the expression of opinions and emotional release of the underlying subjects.This paper focuses on the operation practice of new media in grassroots government affairs,and discusses how grassroots governments optimize the path of social governance from the perspective of mobile Internet group communication.With the development of digital technology and the coverage of social media,people have entered an era of mass communication where everyone can speak.An open,shared and equal mobile Internet realizes citizens’ right to know,express and supervise through "technological empowerment" maximizing satisfaction.Shared information interaction and fission-type information dissemination have become the norm.Traditional "social citizens" have turned into "Internet citizens".The power of social discourse that cannot be ignored is rising.The mimetic environment provided by organized mass communication is gradually disintegrating and highly aggregated.The space for the expression of public opinion is taking shape.When the grass-roots government faces the test of social governance through the participation of the user network community,the network ecological governance has increasingly become the focus of the government’s practice of grass-roots social governance.In the era of mass communication,the voice of netizens has been activated,catalyst habits have been continuously adjusted,and the government’s traditional grassroots social governance model and governance foundation have been challenged.New government media has become a new field and new path for social governance.The party and government departments actively adjust themselves,conform to the laws of communication,actively cater to the opinions of the bottom,and actively adjust the operating mechanism of the new media for government affairs.Based on the fundamentals of content construction,on the basis of using news content to strengthen the position of mainstream public opinion,complete grass-roots government affairs services The integration of functions,improve the public service system for users other than government services,and realize the convenience,connectivity and interactivity of government services,so as to complete the functional upgrade of grass-roots government new media and help build a grass-roots social governance network ecosystem.This paper takes the current situation of government affairs new media in Badong County in the central region as the research object,summarizes its problems and analyzes its causes,tries to analyze the operation mechanism from the aspects of communication platform,communication subject,communication content and supervision mechanism,and proposes to optimize the new government affairs media.Matrix construction,with system improvement to help upgrade functions;strengthen ideological construction at the leadership level,business construction of the main body,and level construction of the management team;based on the core content,enhance originality,interest and planning,and improve the core competitiveness of new government media and comprehensive service capabilities,in order to achieve the improvement of the operation ability of grassroots government new media,and help grassroots governments to practice social governance functions.