The Investigation Of Government’s Flattening Propaganda In New Situation

The pressure of current government propaganda work from two aspects: internal and external.The external pressure is different national ideology challenges,and internal pressure is propaganda mechanism itself can not adapt to development of the era. The problems are found in traditional bureaucracy publicity mechanism,for instance,Poor internal communication propaganda organization and spread effect to external communication is not good,mainly lack of the guidance of public opinion.The development of new media technology in China,characteristics of new media presented that civilians of subject,diversified spread channel,dissemination of diversified content,audience circle grouping,propagation velocity of instant. It is a great challenge and opportunitie to the propaganda mechanism.Xi Jinping pointed out that the focus of innovation in the ideological work is grasping the concept of innovation,means innovation and grassroots innovation.Based on this situation, a reform path generation, the path setting concept, means, the grass-roots work as a whole, is flat propaganda mechanism. As technical supporting,powerful new medium is necessary. And it is constituted of an efficient flattening operation network, it requires the streamlined the intermediate structural layer in propaganda organization,in order to improve the participation of each layer of personnel.This paper is based on the background of the new media era,with public opinion expression and enhancing the participation consciousness,thinking of modern bureaucracy propaganda structure problem.This paper uses case analysis and depth interviews and other research methods,analysis of propaganda work about emergencies emergency disposal, public opinion, government press release micro-blog three aspects,to explore the bureaucracy propaganda mechanism problems in operation.Author through the analysis of the history and reality of the contrast found historical experience and development opportunity.On the flat propaganda mechanism, The government needs to further strengthen the departmental interaction and communication in propaganda organization,cultivating and improving the participation of grassroots opinion leaders,to improve the use of public discourse in the news release and micro-blog in E-government.Facing the new media publicity departments to actively participate in the field of public opinion, is the key to the propaganda mechanism reform.