Research On The Application Strategies Of New Government Media In The Governance Innovation Of Zhaoqing Government

At present,our society is in a transitional period.The members of society are divided into multiple interest groups collectively from the relatively unified units.The two public opinions of the government and the people are constantly split,which leads to the decline of the credibility of the government and brings some challenges to the social governance work.Faced with the trend of social governance of "big society and small government",the report of the Nineteenth National Congress of the Communist Party of China clearly points out that "perfecting the social governance system of Party Committee leadership,government responsibility,social coordination,public participation and legal protection,and improving the level of socialization,legalization,intellectualization and specialization of social governance",which needs to be built between Party and government organs,enterprises,institutions,non-governmental organizations and individuals.Build an information bridge,promote communication and cooperation among different subjects,and achieve the goal of good governance of cooperation,communication and sharing.With the information release and interactive platform of micro-blog and micro-messaging as the carrier,the new government media,with its wide audience,strong instantaneity,fast information dissemination and easy operation,can be used as an effective tool for the exchange and cooperation of multi-subjects of social governance,and play an irreplaceable role in promoting multi-subjects to participate in the management of social public affairs and improving the efficiency of social governance.It has become a "sharp weapon" for social governance innovation.Therefore,how to use the new government media to publicize government information timely and effectively,guide the development of network public opinion,and create a clear network environment has become a problem that party and government organs at all levels must consider.Based on social governance theory,coordination governance theory and new public governance theory,this paper takes how government new media can better help grassroots governments to promote social governance innovation as the research theme,and takes Zhaoqing municipal government new media alliance as the research object.Fifty-five government micro-blogs and 63 government micro-message public numbers are selected as samples,and their contents released from June to December 2018 are carried out.Statistical research.The study found that the new media of Zhaoqing Municipal Administration took "Zhaoqing Publication" as the core,and all municipal units and counties opened accounts one after another.They had achieved good results in transmitting government information,strengthening interaction with the masses,and providing public services.At the same time,some accounts also had problems such as inaccurate role positioning,low activity and influence,and lack of professional operation team.Finally,the article puts forward the strategies for the healthy development of new media in Zhaoqing Municipal Administration from three aspects: defining the role,strengthening the function of service and interaction,practicing "internal merit",opening up the network channel of government affairs communication,and setting up a professional operation team,so as to promote the innovation of social governance.