Research On The Effectiveness Evaluation And Promotion Path Of Political Communication On Local Media Inquiry Platform

The report of the 19 th National Congress of the Communist Party of China pointed out that in strengthening and innovating social governance,we must strive to create a social governance pattern of co-construction,co-governance and sharing,which provides more space and possibilities for the media to participate in social governance.The local media’ s political inquiry platform,that is,the online political inquiry platform opened by the local mainstream media,is a process of political communication between the public and the government through the media to ask and answer political questions,and has gradually become an important way for the public to actively participate in the construction of democratic politics.Public relations are the embodiment of a new form of governance.However,in the specific process of political inquiry and related research,which elements play a larger role in the process of political communication,there is no comprehensive summary and conclusion.Therefore,the establishment of a set of evaluation index system for the effectiveness of political communication of local media inquiries platform and the corresponding improvement path have certain reference value for the development of local media inquiries platform and the improvement of social governance capacity.To this end,based on the relevant theories of political communication and the successful model of the D&M information system,this study initially constructs a set of utility evaluation index systems for political communication on the local media’ s political communication platform,including political subject,political content,communication media and politicians.There are 4 first-level indicators in total.Among them,it is specifically divided into 8 secondary indicators such as public participation,content quality,platform setting and government response,and 23 third-level indicators such as content depth,media participation in political affairs and response quality.Then,the weight of indicators is calculated by combining qualitative and quantitative methods,combined with expert opinions,to further establish scoring rules,select 7media inquiries platforms in the east,middle and west,and extract a total of 1260 articles from January to December 2021 The sample is evaluated,from which the basic experience and deficiencies of the effectiveness of the local media inquiries platform in promoting political communication are summarized and reflected,and corresponding improvement paths are proposed.The study found that the local media inquiring political platform in my country has the basic experience of diversifying the political inquiring form,taking into account the personal and public interests in the content of the inquiring,the media actively participates in inquiry in combination with central issue,and the government implementing the people-oriented concept.At the same time,there are also some deficiencies,such as the lack of significant linkage effect of political inquiry channels,the weak willingness of the public to interact and feedback,the lack of a supervision mechanism in the process of political inquiry,the difficulty of accurate public inquiry and the insufficient extension of the value of political inquiry products.In this regard,the local media’ s political inquiry platform should improve its effectiveness in terms of strengthening the linkage effect of political inquiry channels,enhancing the public’ s willingness to give feedback,giving full play to the effectiveness of the media in grass-roots governance,improving departmental coordination,and developing a matrix of political inquiry products,so as to better promote political The fluency and effectiveness of communication facilitate the diversified development of local media inquiries and political platforms in the era of media integration,and effectively participate in social governance.