Study On Government Communication Under County Magistrate Live Broadcasting With Goods

The year 2020 is known as the first year of the county magistrates' live broadcasting with goods.Affected by the epidemic,agricultural products and tourism in various places have been hit hard.The county magistrates have stepped into the broadcast rooms to recommend and endorse the local unmarketable products,which provides new ideas for the government's communication while spreading public welfare.In the era of omnimedia,the communication mode has changed from the past one-way propaganda mode to the two-way interactive communication mode.The government is no longer the absolute controller in the process of communication,and the rising status of the audience makes the main body of communication develop in a diversified direction.County magistrates live broadcasting with goods is a new attempt of government communication,which reflects the change of government officials' governing idea and governing ability as well as the change of government's attitude towards media.First of all,the "county magistrate" studied in this paper refers to the representative government officials who go into the broadcast room to recommend and endorse local agricultural products under the epidemic situation,rather than being limited to the county magistrate.In the current government communication,there are still such problems as the stereotypical image of the communication subject,the fixed content of the communication,the single mode of communication and the low acceptance of the communication effect.The appearance of the county magistrate live broadcasting with goods provides a new solution to these problems to a certain extent.County magistrate live broadcasting is not an accidental product of the epidemic,but a new sales model generated under the combined effects of the rapid development of mobile Internet technology,the catch-up of live broadcasting economy and local economy,and the implementation of the Internet + targeted poverty alleviation policy.In the past,the government played the role of the publisher of news information.However,in the county magistrate's live broadcast of goods,the government image is more of a participant in news events.The biggest characteristic of the county magistrate live broadcast and other web celebrity live broadcast is the particularity of their identity,which is the embodiment of government authority and public credibility.Through the government's trust endorsement,the audience will be more willing to try the products recommended by the county magistrate,thus influencing their consumption behavior.In the live broadcast of the county magistrate,the government also changed from authority to the image of the combination of authority and affinity.Communication effect is the important standard for testing the government spread,county magistrate live with goods,through the way of questionnaire analysis from probing into the audience's cognitive attitudes,behavior influence and live in the county magistrate sample content found by county magistrate live take goods,presented the audience recognition from narrow to wide,recognition from shallow to deep,the characteristics of the action of degrees from low to high.The boom of the county magistrate live broadcasting with goods may gradually cool down with the improvement of the epidemic,but the government's exploration of transmission will not stop;To promote the government all over the media,under the construction of the spread of the normalized development,puts forward new requirements for the government officials are also: stick to the spread of "people centered" thought is the fundamental starting point and the foothold,besides,improve their thinking and improve the related government Internet transmission system is to promote the government spread the foundation for long-term development.