The Value Of Official Document Communication In Community Governance From The Perspective Of All Media

The new era and new environment have brought many opportunities and challenges to social governance.The main goal of current social governance is to comprehensively improve governance capacity and governance system.Among them,the grass-roots governance platform represented by the community is at the key link of connecting the government and the masses in the "last mile".The 18 th CPC National Congress also included "community governance" in the Party’s programmatic document for the first time.The official document comes from the need of national governance,and it is the external form of people’s language expression of cognition and emotion generated in national governance activities.Therefore,if we want to achieve "community governance",the party and government must pass messages to the community and residents through official documents.At the same time,to innovate the community governance model,we need to integrate the official document communication and community governance under the all-media platform with the help of various media tools.Based on this,this paper intends to study the value of official document communication in community governance from the perspective of the whole media.In order to achieve the research purpose,the author tries to take Kangde Community in Nan’an District of Chongqing as the research object,and adopts case analysis,in-depth interview,questionnaire and participatory observation methods to explore the value and experience of official document communication in community governance on the one hand,and provide some feasible strategies for official document communication in community governance on the other hand,and improve the research of official document communication.The analysis shows that community official documents in the all-media era can improve the effectiveness of community governance through information dissemination,community mobilization and image building.Official document dissemination has the functions of issuing information notices,carrying out policy propaganda,becoming opinion leaders,setting the agenda actively,and shaping the government image.However,the author found that these functions have not been fully realized in Kangde Community through field survey,and there are problems such as low attention to content,narrow information dissemination and low participation of residents.The deficiency of the content of communication lies in the content template,the topic simplification and the audience perspective weakening;The deficiency of communication channels is manifested in the formalization of communication,weak service and lag in time;However,the communication objects also have cognitive bias,weak awareness of community subject,and the impact of the emergence of new media on people’s values.These reasons have jointly led to the fact that the official document dissemination work of Kangde Community has not significantly improved the governance capacity of the community.Therefore,the author believes that with the continuous acceleration of the whole media process,communication and people’s life become more and more closely integrated.As the most basic part of the national governance organization structure,the community should not only focus on emotional communication,select diverse content,and achieve people-oriented,but also do a good job of mass communication,improve the awareness of the whole media,prepare emergency plans,and finally,simplify the expression of official documents It is also necessary to jointly build community culture and strengthen mainstream awareness.