Study On The Problems And Countermeasures Of Local Governments Using Convergence Media

As the manager of public affairs,the local government has its own communication system,and also has the interaction process with the external communication environment.The local government completes the information communication through the media to express voice,output policy and create public opinion environment.However,in recent years,the continuous change of media form and communication environment has brought new challenges to local governments in political communication.The purpose of this paper is to discuss the background,process and practice of local government's use of convergence media,and how to realize information dissemination,network governance and public opinion guidance through media integration,so as to better serve the public and promote the modernization of political communication.This paper will start from the background of the study,find out the logical starting point of the study,think about the realistic problems,and provide the basis for the later research.First of all,it is a literature review of the research object and perspective,combing the theory of new problems,new discoveries and new thinking based on the existing research.Secondly,it presents typical cases with the new situation and practice of local government using convergence media,and finds out the characteristics and development effect of local government using convergence media.Thirdly,from the perspective of Responsive Politics,we can find out the problems existing in the use of financial media by local governments,that is,the goal,timeliness and effectiveness of the response;in addition,we can find out the driving reasons behind the problems according to the clues of the problems,and analyze the "five priorities and five priorities" under the theoretical support,that is,focusing on response rather than response,focusing on tools rather than value,focusing on communication rather than feedback,etc.Finally,in the perspective of Responsive Politics,it puts forward the relevant optimization path.Based on the above study,this paper holds that the use of convergence media by local governments is not only an adaptive behavior of the government to actively participate in media communication,but also an active behavior in a special political communication environment.In the process of information dissemination and public opinion guidance,local governments need not only communication thinking,but also governance thinking.The responsive political perspective provides a new direction for local governments to use the process of convergence media.