On Risks Of Policy Communication In New Media Environment

In this paper, the risks of policy communication are set as the main researchobject. Based on the theory of risk society, risk communication theory, and politicalsystem, this paper makes a study of the risks of policy communication in the new mediaenvironment. With the appliance of method of case study, this paper makes anexplanation of the situation and risks of policy communication. Thus, communicationmechanism of policy communication is constructed in order to realize riskmanagement.The characteristics of timeliness, wide distribution and low barriers to use of thenew media have provided a convenient channel for Internet users to make a voice. Theeffect of secondary communication, the power of public opinion supervision, thedemand of profit distribution, and the connected power of online and offline are allthe elements causing the new risks of policy communication.Based on the analysis of the current situation, the study presents these contents:risk of policy by forced power of the public opinion, risk of misreading on policy, andrisk of response of policy. The study of risk of policy by forced power of the publicopinion takes Zhoukou Ping Fen Event as a case, analyzing the characteristics of thisevent. This study finds that the interaction of main media and netizens founds apowerful public opinion field, thus netizens occupy the highland of it, which createsgreat disparity between the official in the relationship of communication and finallyterminates the related policy. Risk of misreading on policy borrows the concept ofmisreading in literature. Combined with Rumors on the New Traffic Rules Event, thispaper analyzes the influence, which is caused by the increasing noise and thespreading of rumors in the new media environment, on policy communication. Inchapter of risk of response of policy, Tsinghua Professor’s Response of afterRetirement Event is a vivid example. This study expresses that the trace from ridicule,spoof to personal abuse in the comments of netizens is the main manifestation of thisrisk, and the dissatisfaction on conflict of stratum is the main reason.After an explanation of the current situation and risk, this paper attempts tosuggest how the risk communication mechanism for policy communication works and point out that risk communication should be based on the risk index. Thecommunication mechanism of risk of policy by forced power of the public opinionaims to build two structures. Firstly, to improve the hearing system, cast policyballoons, and do the preliminary information gathering and decision-makingdemonstration and innovation; Secondly, to innovative hearing participation andestablish a reasonable platform for public participation. The communicationmechanism of risk of misreading on policy aims to build bridges to achieve the balanceof information spreading, while at the same time, to cooperate with NGO, thus toshare burdens of risks. The communication mechanism of the policy response riskshould pay more attention to improve the information disclosure system and medialiteracy of government officials. Last but not the least, with the assistance of riskcommunication theory of Giddens, to establish favorable relationship of trust with thepublic is significant to risk management.