Study On The Cognitive Effect Of Public Policy Communication In Shenzhen Government

As the key link in the process of public policy formulation and implementation,policy communication is the main way for the public to understand policy as well as the premise of effective implementation of public policy.A good cognitive effect of policy communication will establish a favorable social environment for the implementation of public policy.But on the contrary,a bad cognitive effect of policy communication will lead to great resistance,even radical act of resistance,which greatly reduces the effectiveness of public policy.Shenzhen,as the frontier city of reform and opening up in China,is an international city which has the power to enact local laws and regulations.After years of practice of public policy,governance capability of Shenzhen government has come out in front among other cities.In March 1,2014,the Shenzhen municipal government formally implemented the regulations on the control of smoking in the Shenzhen special economic zones.In May 1,2011,Shenzhen began to implement the relevant provisions on drunk driving in the People's Republic of China criminal law amendment(eight).In the field of policy communication,it can be divided into three types of communication,namely,the communication of official media,mass media and social media.Compared with the hot after cold first,the wine driving policy of Shenzhen municipal government has kept the heat spread.The empirical analysis shows that the overall performance of Shenzhen government in public policy communication is better than expected,and the overall cognitive effect of the public is also good.Specifically,the static transmission is still the main form of communication,dynamic transmission ratio should be improved;the official discourse as the main language style,to a certain extent affect the understanding of the audience no difference in transmission is still the main form of the target audience,accurate communication of target audience needs to be strengthened;information imbalance is serious,leading audiences understand differently;the influence of propaganda thinking still exists,the feedback mechanism is not systematic.In order to enhance public policy communication cognitive effect,the government of Shenzhen must use the animation,talk show,the field of law enforcement,documentaries and other communication forms,make dynamic transmission gradually become the main form of policy dissemination;must interpret public policy from the public view,use popular language style to show the public policy affinity;must formulate different communication strategies according to different characteristics of the target audience;must establish public policy public participation mechanism for more public understanding and supporting of public policy;must draw on the foreign advanced experience to explore a set of whole process of marketing mechanism suitable for the Chinese national conditions;must further improve and perfect the public policy communication system,provide system guarantee in order to regulate the dissemination of public policy.