What are the new changes in the new media of government affairs, and is the content more targeted?

What are the new changes in the new government media?

Publish hot information, disclose the progress of emergency investigation, and convey the important decisions of the party and the government ... In recent years, new media for government affairs has increasingly become an important channel for government affairs disclosure.

2065438+In February, 2006, the State Council, China issued "Opinions on Promoting Government Affairs Openness in an All-round Way" (hereinafter referred to as "Opinions"), and deployed to comprehensively promote the government affairs openness of administrative organs at all levels. In August, the State Council issued the "Notice on Further Improving the Response to Public Opinion in Government Affairs" (hereinafter referred to as the "Notice"); 165438+ 10, the State Council issued the Detailed Rules for the Implementation of Opinions on Comprehensively Promoting the Openness of Government Affairs (hereinafter referred to as the Detailed Rules). Under the background of the intensive publication of three documents, how will 20 16 new government media develop?

Mitigation speed

The public opinion reaction has accelerated, and there are also many zombie accounts.

The reporter learned from Sina Weibo that as of 20 16 12 3 1, the number of government affairs Weibo certified by Sina Weibo platform has reached 164522, achieving full coverage at different levels, regions and departments.

According to the analysis of People's Daily New Media Think Tank, among more than 600 public opinion cases from 20 16 to10, the government response rate reached 87%, more than 57% of the incidents were first responded by the government within 24 hours, and 73% of the incidents were first responded by government departments within 48 hours (inclusive). Among them, 4 1% of the incidents were responded through the new government media (right).

The "Opinions" pointed out that to strengthen the release of information such as emergencies, public safety and major epidemics, it is necessary to respond quickly and speak out in time, and release information dynamically according to the progress of disposal. The Notice pointed out that government grievances involving particularly serious and major emergencies should be held within 24 hours at the latest, and other government grievances should be responded within 48 hours. The "Implementation Rules" further proposes that authoritative information should be released within 5 hours at the latest, a press conference should be held within 24 hours, and information should be continuously released according to the progress of the work.

However, the reporter also found that the new media of government affairs in some places are still too slow to update, talking to themselves and perfunctory. The reporter randomly searched the official WeChat account of a southwest province and city, and found that the reading volume of headline articles often stayed at three digits, and the reading volume and forwarding volume of each article published by Zombie Weibo were at ten digits or even single digits.

Content intensity

Interactive services have improved and the level is uneven.

Insufficient speech, the masses can't understand; Inappropriate remarks will cause new storms. At the 20 16 government public opinion response symposium hosted by People's Daily Online, some experts mentioned that the response to public opinion lies not only in speed, but also in effectiveness and pertinence.

How to improve the pertinence of response? The path is given in three files. In the form of publishing content, the opinion puts forward that "we should pay attention to the use of digitalization, charts, audio and video" and "do a good job of interpretation through news release, policy briefing, interviews and articles". The "Notice" pointed out that the response content should focus on the focus, hot spots and key issues of public opinion, be realistic, well-founded and targeted, avoid talking to yourself, and strive to express accurately, kindly and naturally. "Detailed Rules for Implementation" more specifically points out that "give more examples and tell more stories".

On 20 16, Shanghai introduced the comprehensive allowance system for the elderly. On the same day, the "Shanghai Release" also provided a picture interpretation when the policy was released. Ding Limin, director of the Shanghai Publishing Office of the General Office of the Shanghai Municipal Government, said that the daily reading volume of this WeChat official account article reached more than 1.4 million. Subsequently, "Shanghai Publishing" continued to follow up the redemption time, redemption conditions and redemption process of new and old-age cards, and the reading volume of WeChat reached 500,000.

However, there are also some accounts that have attracted attention because of the explosion of Leibo language. For example, Weibo, a government official of a state in Yunnan, called herself a "princess" and said that in the face of "rural farmers, they quickly slipped back to the office", which made public opinion stunned; An official of a county public security bureau in Shaanxi questioned the private use of police cars by netizens, but replied, "Is someone breaking the law again? Looking for public security. " Although these Weibo finally apologized to netizens, the bad influence is still difficult to eliminate in the short term.

It can be seen that the overall level of new government media is still uneven, and there is still a long way to go to improve the level.

Management mechanism

There are differences in investment and management needs to be more scientific.

The "quantity" and "quality" of new government media are uneven, behind which is the difference in investment and attention. The reporter's investigation found that some cities and counties in a southwest province have not yet opened the new government media, mainly because "the main local leaders do not agree to open it"; The "zombie account" that is not updated for a long time after opening is because "some are just to complete the tasks assigned by superiors, and some are really understaffed." A person in charge of the local propaganda department told the reporter, "After opening up, no one asked, no one commented, and naturally it was left." An official "spit" to reporters, and some counties and cities actually let the self-media sponsored by individuals undertake the government press release work.

The person in charge of "Shanghai Release" believes that in the final analysis, it is up to people to solve technical and creative problems. "Our team members mainly focus on content production and operation, mostly traditional media people and civil servants, with few technical talents. However, with the development of new media, the requirements for technology expansion are getting higher and higher. " The person in charge said.

"Zhijiang Publishing" is the official government WeChat account in zhijiang city, Hubei Province. It has been ranked in the top ten of Hubei government WeChat Week for many years and won the first place for many times. They have solved the talent problem to some extent by integrating people from government websites and radio and television platforms and developing new media. Yao Hong, the person in charge of Zhijiang's release, said that in order to develop in the long run, they are strengthening training and improving their ability to control customs.

Zhang Zhian, dean of the School of Communication and Design, Sun Yat-sen University, believes that for the operators of new government media, there are not only problems of compilation, but also problems of rank determination and promotion channels. The problems of "no platform operation", "no staffing", "no manpower capacity" and "no guarantee of release" reflect that the new government media needs overall design.

In this regard, in terms of personnel training, the "Opinions" require "to strive to train personnel engaged in government affairs in rotation throughout the country within three years". The "Implementation Rules" pointed out that "the intensive construction of websites should be promoted, and grass-roots websites without human and financial resources should be moved to the technical platform of higher-level government websites for unified operation or to a safe and controllable cloud service platform".

The new media level of government affairs will reach a new level in the future, and we look forward to further efforts.