Information, Communication and Impact: New Government Media in Network Governance--Exploration of Big Data and Small Data Analysis

Introduction: As a representative of the government in the cyberspace, the government's new media plays a key role in network governance. The online government, represented by the government's new media, has the characteristics of the media of government and new media, and plays an active role in promoting government openness, enhancing government responsiveness, and guiding online public opinion. The Chinese government attaches great importance to the construction of government new media. This paper combines big data analysis and small data analysis to explore the role of government new media in network governance, and examines its dissemination, dissemination and impact effects. The information content of the government's new media dissemination is very diverse, and the values ​​are the most publicized and gradually rising. Convenience service is its core communication function, and it also has functions such as life information, government affairs disclosure and political performance declaration. The government's new media is increasingly playing a wide-ranging influence, attracting the attention of 16% of netizens, and has a profound impact on the political attitudes and behaviors of netizens, stimulating the interest and participation of netizens in public affairs. However, the impact effect is influenced by the economic and social environment, communication behavior and the characteristics of netizens. Therefore, the future development of government new media should focus on expanding audience coverage, optimizing communication content, and improving information quality.

Contributed by: Meng Tianguang Department of Political Science, Tsinghua University

      Zheng Sizhen, School of Government Administration, Peking University