Study On The Channels Of News Issue In The Views Of Governmental Communication

In the theory of governmental communication,the government plays the roles of themessage sender,the authoritative society superintendent and the national-will performer. Thegovernment monopolizes the core information resource, so it has the power tocheck,reorganize and develop the information resource . Through the information processing,the government aims at carrying out the policies, forming the consistent goals, portraying theimage, interacting with the audience to get the feedback as the basis of policies-adjustment.The governmental news issue is subordinate to the governmental communication which isinseparable to the political systems on the specific historical backgrounds. As the product ofthe transformation of governmental funcions,the variation of news-issue system has reflectedthe gradual process of the popularity of the political participation.The administrativestructures has leaded to the organizational communication as the leadershipchannel,however,in order to improve effects of the governmental communication, thegovernment should establish a highly integrated communication channel in the fusion of theinterpersonal communication and mass communication, contrary to the lack of feedback andthe neglect of the non-organizational communication in the past.The government shouldconsider the feedback of the audiences and the demands of the information expense to be veryimportant and try to enhance the specialization and professionalism level of the news issueand try to strengthen the publicity and authority of the governmental information from timeand space to develop the governmental information resource.