A Study On The Optimized Path Of News&Media Services Related To Rizhao Government Affairs From The Perspective Of Service-oriented Government

The progress of Internet technology has led to the emergence of new media platforms such as wechat,Weibo,Douyin and APP,which have greatly changed people’s living habits and working methods and become an indispensable part of people’s work and life.The audience of platforms keeps increasing,and the Internet penetration rate keeps rising.China’s Internet penetration rate reached 75.6 percent by the end of 2022.The booming development of the Internet has put forward new requirements for government governance.The traditional governance model is no longer adaptable,and the government governance model has gradually changed from"management" to "service".As an important channel for party committees and governments at all levels to contact and serve the masses in the Internet era,government affairs new media has experienced the development from scratch,from single power generation to matrix coordination,and its role positioning has expanded from innovation in government affairs openness to realizing interaction between the government and the people,optimizing public services,and purifying the network environment,gradually becoming an important front for government departments to carry out government affairs services.It is an important means to accelerate the transformation of government functions and build a "service-oriented government".Therefore,it is of great significance to strengthen the research on the service function of new government affairs media,actively promote "Internet+government affairs" and solve the shortcomings of new government affairs media in the service,which is of great significance to improve the service level of new government affairs media,better meet the people’s demand for quality services and build a "service-oriented government".Under the guidance of service-oriented government theory,e-government theory and social governance theory,this paper adopts questionnaire survey method,interview survey method and case analysis method,takes Rizhao government affairs new media as the research object,focuses on four main application platforms of government affairs microblog,government affairs wechat,government affairs Douyin and government affairs APP,and summarizes the application status of government affairs new media in Rizhao City.The paper summarizes the service characteristics of Rizhao’s government affairs new media,which mainly have three aspects:one is the diversification of information service content.Second,the interaction channels between the government and the people are diversified.Third,diversification of online service matters.By investigating the current situation of the new media service of government affairs in Rizhao City,this paper summarizes the problems existing in the information service,the interaction service between the government and the people,and the online matter handling service,and analyzes the reasons for the problems from five aspects:management concept,top-level design,management mechanism,talent team,and the integration of government and media.This paper selects the advanced typical cases of the new media of domestic government affairs,analyzes its advantages,and summarizes the successful experience worth learning from:first,the implementation of the"people-oriented" management concept.Second,strengthen the top-level design of new media of government affairs.Third,optimize the new media management mechanism of government affairs.Fourth,Building a professional team for government new media.Fifth,deepen the interconnection and integration between the government and the media.