A Study On The Operation Of New Media In Government Affairs

With the progress of science and technology and the change of people’s access to information,government new media has increasingly become an important channel for the communication between the government and the public,providing new ideas and new ways for the construction of service-oriented and innovative government,and the development of financial media has provided new support for the production of government new media content.At present,the network public opinion environment is complex,and the new government media is an important way for the government to win the right to speak in the network public opinion field.The Fourth Plenary Session of the 19th CPC Central Committee decided that China will build a mainstream public opinion pattern integrating online and offline,internal and external publicity,and establish an all media communication system based on content construction,supported by advanced technology and guaranteed by innovative management.The utilization,innovation and development of new government media is the meaning of the topic.In the research on the operation of government new media,this paper selects the official new media account "Youth Shandong" of Shandong Provincial Committee of the Communist Youth League as the research object,and uses research methods such as questionnaire survey,statistical analysis and semi-structured interview to demonstrate the development status,experience,practices and problems of this account on various new media platforms.In the process of demonstration,firstly,the questionnaire survey method is adopted to distribute the questionnaire to the actual operation team of the account,and the questionnaire survey results are collected through data statistical analysis.Then,through the method of semi-structured interview,the operation principals of the three main platforms of "Youth Shandong"are selected for interview,so as to obtain the actual work feelings of more front-line operators,complement each other with the questionnaire survey results,analyze the problems existing in the operation of "Youth Shandong" government new media account,and deeply explore the causes of the problems.Then,through example of Weibo Operation:Jiangning Public Security Online and example of Tiktok Operation:China Fire Protection and forms a new strategy and suggestion to optimize the operation of the new media account.According to the research findings,"Youth Shandong" has indeed achieved certain results in the operation process of new media accounts on various platforms by using the strength of colleges and universities to enrich the team,using the strength of media to build products,building platform positioning to attract fans,building user communities to stabilize fans,and building topics with the help of account matrix.The fans on various platforms have increased steadily;the ranking of various platforms has also increased year by year;and the public opinion environment has been significantly improved,providing a carrier for practical work.However,there are still some problems,such as weak sense of gain of new media operators,lack of new media operating funds,serious homogenization of publicity on various platforms,lengthy content audit process and so on.In order to further optimize the operation strategy of government new media,through analysis and research,this paper gives optimization suggestions from three aspects:clarifying the development goal of government new media,clarifying the development orientation of government new media and optimizing the operation mode of government new media.The purpose is to improve the operation effect of government new media by improving the operation strategy of government new media,so as to improve the effect of the government serving the public through new media,and shape a good government image.