The Study On Building Trust Between Government Spokesperson And The Public In New Media Environment

The media environment and the public that the government spokesperson faced with are changing tremendously due to the impact of new media and breaking the authority of the government.The traditional "government-media-public" trust in abstract system became fragile.As the representative and operator of this system,the government spokesperson need to rebuild the public's trust urgently.In views of the above background,this study describes the new media and the public environment by literature analysis and explores the potential development advantages.In addition,through in-depth interview with the government spokesperson this study aims to gain insight into the current situation of the government spokesperson system and probe into the problems.Finally,based on the above analysis,this study puts forward the strategies to build the positive trust of "government-media-public" from the perspective of trust building in modern society.In the traditional media environment,the government had strong abilities to manipulate the media.However,in the new media environment it is hard for the government spokesperson to disseminate information because of the new media's massive information,personalized push,public self-agenda and public breakdown.Meanwhile,the traditional mainstream media is still being authoritative and the new media provides platform for the government spokesperson to contact with the public directly.From the aspect of the public,the public become the producers and communicators and they reflect the characteristics of reticular union and internal differentiation in the new media environment.Also the public incline to use the negotiated code to decode.It is a remarkable fact that the public need the government spokesperson's guide to find the significative information in spite of given right by the new media.Besides,the government spokesperson system has several problems including lack of professionalism,timeliness,new media's way of thinking and public awareness,it also creates official images which are alienated from the public.This study suggests that the government spokesperson should build a positive trust relationship to the public.First of all,they should provide more channels and disseminate information in positive and targeted ways to consolidate the trust of system.Secondly,they should establish intimate relationship with the public to build the interpersonal trust.Thirdly,they can dialogue with the media and the public on an equal footing.Last but not least,they need to establish a system to protect the building of positive trust including setting up an individual press office,improving and simplifying the operating procedures,combining of pluralism and professionalism and establishing a scientific and completing training system.