Analysis Of The Reform Of Local Publicity Administration Based On Public Value Administration Perspective

Publicity administration is an important field of public administration.At present,with the impact of globalization and rapid economic and social development,the administration on publicity for our country is confronted with conflicts caused by social thoughts,values and public opinion fields.However,the reform of publicity administration has not kept up with the development of society,from a certain extent.It has adverse effects on the security of social ideology,the people's spiritual and cultural life,and the rational and objective atmosphere of public opinion.The reason is not only the objective and external influence,but also the concept of the reform,the method of the reform and so on,which have been unable to keep pace with the development of the times,and far away from modern public administration.Publicity administration itself belongs to the scope of public administration,especially wider and more sensitive.The perspective and level is very important for study.Through combing the theory,school and theory of publicity administration and public value administration at home and abroad,it is found that in the study of the reform of publicityadministration,the research on the local or certain publicity work and the reform of the relevant functional departments within the publicity system is emphasized.Few studies have been done at the level of administration.The study of the change of local publicity administration can not only realize the middle view of publicity administration,but also avoid the challenge to the top level political decision to a certain extent.At the same time,as a relatively new administration theory,public value administration has some correspondence with publicity administration in terms of main points,techniques and strategies.Therefore,this article tries to take the public value administration as a research perspective,and will truly observe and respond to the public value demands of the contemporary society as the logical starting point and theoretical support of the reform of local publicity administration.This paper introduces the purpose and significance of the study.On the basis of combing the current research status at home and abroad,it introduces the core concepts and related theories in the study process.Recalling the history of local publicity administration,it analyzes the urgent issues to be solved in the local propaganda and management reform under the current situation.These problems are focused on administration goals,strategies and implementation levels.On the basis of this,we put forward some pertinent and operational suggestions based onthe goal of local publicity administration to better realize the public value.In the course of research,this paper tries to find out the method of local publicity administration reform to break through the predicament or to achieve innovation based on the basic consensus or mainstream view of public value administration in the administration field,and focus on the reasons and demands for change in the current local publicity administration work.Under the theoretical consensus of public value administration,the paper explores the method of great innovation and change,so as to make scientific use of existing resources and realize public value efficiently.In this process,we focus on the study of the middle view level,and try to expand the scope and level of this study through case study and historical comparison of typical countries,typical areas and typical events,so that the research results can be more applicable to practical work.The research methods are based on qualitative analysis and historical comparison analysis,supplemented by quantitative analysis,and strive to achieve the following objectives: to find out the target of publicity administration services and concerns,to make clear the public values that conform to the demands of the times and society,to analyze the political role and to find the political backing of the publicity administration;to reengineer the internal organization of the organization,to put forwardsuggestions and references for the reliable and flexible system of publicity administration with cooperation between Party and government.This article does not intend to be all things to all people,futhermore,it finds the most valuable and urgent need for reform,so as to maximize the public value created by the reform of local publicity administration.