Research On Mechanism And Effect Evaluation Of Government Wechat's Information Dissemination

In recent years,due to the popularity of mobile smartphones and the rapid development of social media technologies and mobile Internet technologies,more and more government agencies adopt the new media in government affairs.In August 2016,the State Council issued a notice,"Circular On Further Promotion Of The Government Response To Public Opinion In Opening Governmental Affairs ",and pointed out that all regions and departments should adapt to the new trend of the objectification communication and the demassification communication,further improve the opening rate of government microblog,government WeChat and client,take advantage of new media communication and construct the new pattern of public opinion guidance and government information dissemination.The application of new technology and platform becomes the key point of information dissemination of government affairs at all levels.At present,the most mainstream government new media is "Government WeChat".The government WeChat is a governmental service platform using the WeChat,an instant messenger communication tool launched by Tencent,in order to better carry out the administration service.It is the new government service mode after the government microblog.Since its opening in 2012,the government WeChat has developed rapidly.By the end of 2016,the country had over 200,000 government WeChat official accounts,and the use rate reached 15.7%,covering more than20 sectors.The government WeChat has become the mainstream media in the government affairs information openning,government-civilian interaction,and the government affairs services.With the continuous enlargement of the user scale,the government WeChat plays more and more important role in the government affairs activities.At present,governments have set off the evaluation movement of the influence of the information dissemination of government WeChat,and pay more attention to the effect of information dissemination.Because of the uneven level of capital investment and operation management,there are a lot of information ecology problems in the process of information dissemination of government WeChat,which influences the effect and does not exert the function of government WeChat.The theory of information ecology studies the interrelationship between information,information man and environment,solves the imbalance of information ecology and keeps the stable and harmonious development of information ecosystem.The application of information ecology theory to the information dissemination of government We Chat can help to analyze the problems existing in the process of information dissemination of government WeChat,and provide theoretical support for the balanced development of the information dissemination of government WeChat.Therefore,this paper uses the information ecology theory to analyze the mechanism,process,influence factors and network structure of the information dissemination of government WeChat,puts forward a method to evaluate the effect and proposes the management strategy in allusion to the ecological problems existing now.The main contents and innovations of this paper are shown in the following aspects:Firstly,based on information ecological theory,this paper analyzes the mechanism of information dissemination of government WeChat,presents the ecological factor model of information dissemination of government WeChat,including information,information man,information technology and information environment,and proposes that the information dissemination of government WeChat has the characteristics of interactivity,rich media,pertinence,privacy and authority.Based on the information ecology chain theory,the paper constructs the ecological chain of government WeChat dissemination.Based on the theory of information ecology chain,this paper constructs the communication ecological chain of government WeChat,referring to Lasswell's communication model,Shannon-Weaver model of communication and Gordon W.Allport's communication model,this paper analyzes the information dissemination process and information circulation of the information dissemination of government WeChat.The paper analyzes the internal power and external power by using the system dynamics method,and analyzes the role of 2 kinds of power in the process of information transmission.Based on the theory of information ecosystem,the paper constructs the mechanism model of information dissemination of government WeChat.It is believed that the elements of the information dissemination of government WeChat provide support for the information dissemination activities of government affairs,and the impetus of the information transmission of the government WeChat has triggered the spread of the government We Chat information,and promots the development of government WeChat.This part of the study lays a theoretical foundation for follow-up research.Secondly,from the perspective of information ecology,this paper uses the literature review and Delphi method to screen the influence factors of the information communication of government WeChat.These factors are divided into 4 dimensions of government WeChat's information,information dissemination subject,information communication environment and information communication network structure.The structural equation model me thod is used to verify.Finally,based on the fuzzy set theory,the Dematel method is used to identify the key influencing factors.The empirical research finds that the network relation intensity,the information publicity,the core position of network of the information communication subject,the self-interest motivation,self-efficacy and the information technology level are the key factors affecting the information dissemination of the government WeChat.Thirdly,it analyzes the social network structure characteristics and evolution characteristics of the information dissemination of government WeChat.Combined with social network theory,complex network theory and information ecology theory,this paper divides the topology network of government WeChat's information transmitting into 3 kinds of single link bus-type,ring link star-type and complex link type.The complex link type is the main structure form of the information transmitting network of the government WeChat,and the transmitting network formed is a scale-free network.The network structure is sparse.Adopting the social network analysis method,the Gephi analysis software is used to analyze the structure characteristics of the transmitting network,such as the centrality,the density and the coefficient of diffusion and scattering.In the process of information transmission,users' forwarding and sharing play an important role,the core users have stronger opinion guidance and communication ability,and the difference between common node and core node is relatively large.Based on the complex network theory and the nonlinear preferential attachment mechanism,this paper analyzes the evolution of complex network's topological structure in the process of information transmission of government WeChat,which includes the evolution of network average degree,clustering coefficient,average shortest path,degree centrality,betweeness centrality and closeness centrality.This provides reference for strengthening the construction of government WeChat official accounts and promoting the information dissemination of government WeChat.Fourthly,based on BP Neural network,this paper proposes a method of evaluating the effect of information dissemination of government WeChat.This paper gives the concept and effect evaluation principle of the information dissemination effect of the government WeChat,and analyzes the feasibility and rationality of the BP neural network method applied in the information dissemination of the government WeChat.Based on the 5 dimensions of user cognition,emotion and attitude,user behavior,social influence,and government WeChat platform itself,the evaluation index system is designed by 17 two-level indexes,and the evaluation model of information dissemination effect of government WeChat based on the BP neural network is presented.Finally,the paper chooses the WeChat official accounts of some fire brigade in Jilin Province as the application object,and verifies the validity and rationality of the design index and evaluation method.Finally,in view of the ecological problems existing in the current process of information dissemination of government WeChat,combined with the research conclusion,this paper puts forward the ecological optimization strategy of the information dissemination of government WeChat.From the five aspects of the content of government affairs,the subject of information dissemination,the information dissemination environment,the information dissemination technical support and the network structure formed by information dissemination,this paper proposes the countermeasure and suggestion in the promotion of the ecology of information dissemination in government WeChat.Through the formulation of ecological strategy,it can provide reference for the operation of government WeChat and improve the effect of information dissemination.The conclusion of this paper can not only enrich the theoretical system of the government WeChat,information dissemination and information ecology,but also help to optimize the path of the information dissemination of government WeChat,eliminate the obstructive factors in the process of the information dissemination of the government WeChat,and improve the breadth and depth of it.In addition,the conclusion of this study can provide practical basis for government departments to operate and manage government WeChats and improve the effect of information dissemination.