Research On Government Communication Force And Evaluation Model In New Media Time

With the development of the Internet and information technology,the new media has impacted original communication model,profoundly affecting and changing government communication.Government communication is a special and important communication activity from ancient times.It is closely related to national governance,social operation,and civil rights.Research on government communication force and evaluation model in new media time is very important.Government communication force is a new and vague concept.Through literature review,the biggest problem in the construction of government communication evaluation system is that it lacks understanding of the connotation of government communication force,resulting in a messy evaluation system.Therefore,after combing and comparing the three concepts of “hard force – soft force”,“transmitter-recipient” and “propagation ability—propagation effectiveness”,this paper defines “communication force = communication ability + communication effectiveness”.To lay the foundation for the scientific stratification and construction of the evaluation system."Practicing the true knowledge" and exploring the evaluation and promotion of the government's new media communication force are inseparable from the cognition of the current situation and development issues of the Chinese government.The risk society has intensified the complexity of the communication environment,the state has vigorously promoted the development of “Internet + government affairs” and the development of media,the new media government communication matrix formation of “Weibo,We-chat,APP,internet platform” and the dissemination characteristics of decentralization and decentralization.The evaluation methods of different degrees of influence on communication,the lack of communication behavior,the imperfect system,the lagging new media technology,the lack of cooperation mechanism,the shortage of talents and the lack of guidance of the authoritative evaluation system confirm the evaluation criteria and assessment indicators of the government's new media communication force.Different from most studies,this paper builds an evaluation system based on the connotation of communication force connotation,which means the framework of “communication capability-transmission effectiveness”,“hard force-soft force” and “transporter-recipient”.From the political strength,economic strength,talent team,hardware facilities,system construction,content production,cooperation ability,innovation ability and other hard power and soft power indicators to build communication abilities,with activity,relevance,influence,interaction,reputation The dissemination effectiveness of the data dissemination of the sender and the audience,put forward a universal macro-evaluation evaluation system,and a micro-vision evaluation system based on Weibo,WeChat,APP and third-party platforms,which is in line with the development of government new media communication.From the whole,we can also evaluate the government's communication force in the context of new media from a specific platform.Finally,the evaluation system is integrated into the path of communication improvement,and the promotion strategy of government communication force in the context of new media is explored from the perspectives of evaluation system,new media matrix and ecosystem,big data,discourse context,new technology and talent team building.In order to promote the research value of communication and evaluation system,and promote our government new media communication force.