Government in the era of the new challenges of online media

Feed the network economy is generated in the Information network of a new era of economic phenomena, the network economy is the most modern form of economy, it is this particular form of the Internet as the carrier, in people's working life is playing an increasingly important role in . Along with the traditional economic structure changes, traditional social structure is undergoing profound changes and will continue to occur, the different interests and power redistribution between the main body, forming many unstable factors, all kinds of unexpected Public events of greatly increasing the possibility of various types of 危机 have appeared in many regions, therefore, how to understand the network economy under the conditions of social crisis, and government should respond to sudden public events bring new challenges, has become a major issue facing the Government.

Keywords: government, challenges, online media

The rapid development of Internet in the world, has drawn worldwide attention .2000 "online media" began to be frequently used. Compared with traditional media, it was also known as the "new media", I believe that the "online media" the expression of more intuitive, stressed that the media is transmitted through the network to achieve, so in this article a "online media" the title, but the network must not only exactly the same as the media, the dissemination of Information is only part of the network function, but in any case, Information dissemination network has the nature of the media, especially the network has the effect of mass media communication has become an indisputable fact.

As of the end of December 2010, 457 million Chinese Internet users has reached its distinguishing feature is the young, intellectual, assertive, they concern social events, happy to comment, and online media an active network formed public opinion. As the network the growing sphere of influence and its impact on people's lifestyles and values ​​continue to penetrate, this force can not be ignored more and more of network media bring new challenges to the government, especially in the critical event, relying on the traditional " letters, "" block "," cut "and the passive mode of delay in release of Information can not adapt to online media environment, and even the image of the government and the work will bring adverse effects.


First, the Internet media era the government's definition of crisis

Because of different perspectives, different disciplines, the definition of the crisis are also different. More than is generally believed that the use of American academic scholars Rosenthal definition of the crisis, he said: "The crisis is a social system of the basic structure of values ​​and code of conduct serious threat, and high time pressure and uncertainty of the case and must make the key decisions the event. "crisis from the government's handling of the role of point of view, this tends to adopt this definition.

SARS crisis in 2003, told us that the crisis will only appear in the business, in society, if not prevent, public events will also trigger a government crisis. In fact, the crisis is not far away from us from the Beslan hostage event, a sudden blackout in New York and other cities, the Moscow subway bombing to severe H1N1 influenza emergency ... ... Although the crisis has also become a consensus, but so far, the government crisis and a government crisis management has not been widely accepted concept and definition. relevant foreign government crisis management research is a relatively well-developed, has reached a level of quantification and modeling, but the tradition of the different research questions, and no clear concept of the government crisis management.'s domestic situation is even more complex, some people believe that the government crisis is a sudden outbreak of threats, some threatening the government administration, social life and interests of the masses of the major events or disasters; also suggested that the government crisis is the government due to its functional disorder caused by the government functions of the failure and the public distrust of the Government, and more people are listed instead of the simple fact defines the concept, there are simply some people that they do not define it. on this issue, I believe that the so-called government in crisis , refers to the social life of sudden, serious threat to social order, endanger national security and public lives and property of major accidents and incidents.


Second, the advantages and disadvantages of online media

(An advantage of online media analysis comparing online media and traditional media, has the following features:
1, open. Networks are no borders, without geographical restrictions.

2, real-time. Internet media is no time limit, can be processed at any time release.

3, the interaction due to online media news and Information issued by the audience can directly interact with.

4, large capacity newspapers is limited, the network did not have time and space constraints.

5, easy inspection of. All the news online media all stored in the database, check the news before the news and very convenient.

6, multi-media traditional media is print media, online media is a three-dimensional media, can melt the text, images, video, audio as a whole, and thus an event for a full range of three-dimensional information.

(B) Disadvantages of online media, while online media than traditional media but also has the following advantages:
1, from the newspaper business point of view now, China already has more than 3,000 official newspapers, and online media than traditional media have a powerful editor, team of reporters, the press has an absolute advantage, but also has a sophisticated advertising and distribution system.

2, the coverage from the readers point of view the newspaper their coverage, pass quickly.

3, from the perspective of people's reading habits. The characteristics of traditional newspapers and portable, with the purchase, with the reading, with the disposable, light can be folded, easy to read and carry.

4, information from the reader's trust in the media point of view, China's newspaper properties different from Western countries, people rely on newspaper advertisements a high degree of credibility of newspapers is much higher than the Internet.

Links to free download http://www.hi138.com (three network communication on the impact of traditional media and the impact of online media into the communication field of traditional media inevitably formed a strong shock wave, according to Editor & Publisher of Study: Approximately 1 / 3 users to read online e-news for traditional media have lost interest in television ratings dropped 35%, radio ratings dropped 25 percent, the newspaper purchase rate dropped by 18%, According to U.S. research firm Paragon survey: 13 percent of U.S. households subscribe to because of the Internet and returned the newspaper. the rapid development of network communication and the tremendous impact that people seem to inevitably affected by it. online media in the competition for living space at the same time, the status inherent in traditional media will bring a strong impact:
1, resulting in the development of online media audiences of traditional media, the loss of the press for propaganda purposes is to convince the audience, affect their behavior and attitudes, to achieve the desired propaganda purposes, and provided that the initiative by the reading audience. With the sudden emergence of the Internet, the audience began The great migration to the Internet to find their own diverse needs of individual satisfaction.

2, the development of online media on traditional media's economic lifeline - the larger the impact of advertising, which is determined by the advantages of online advertising. First, online advertising is a multi-dimensional advertising traditional media is a two-dimensional, while online advertising is a multi-dimensional, it can be text, images and sound organic together, pass a multi-sensory information for customers, such as immersive feel like goods or services, and second, interactive online advertising and in-depth nature. Strong interaction is the biggest advantage of Internet media, it is way different from the traditional media of information dissemination, interactive communication of information but the third is the spread of a wide range of online advertising, free from the constraints of time, but the traditional media has its inherent advantages exist so that the network media is not completely replace traditional media. online media to promote the further development of essentially different media onto the road to sustainable development and accelerated the traditional media's self-transformation, self-optimizing process.


Third, the Internet media era the Government's new challenge

(A network of government functions to update the economic opportunities the famous management expert Peter Drucker <<The rise of the knowledge society>> an article that a hundred years, mankind has experienced three revolutions: the first industrial revolution , on behalf of science and technology used in the production of which the second is a productivity revolution, represented by the knowledge to work to improve the efficiency of production, the third is to manage the revolution, it is the knowledge to manage itself and that the Government's management functions, in oncoming era of network economy, we must make new adjustments.

(Two network economy challenges facing the Government, according to 2009 statistics, the number of Internet users in China surpassed the U.S. as the world's first network of power. Even so, the Internet in China still has great development potential and space in recent years , the virtual platform in the public, people more freedom of speech and the new era of government but also as a new requirements. Internet era of government decision-making challenges in the following areas:
1, the network information is difficult to control in the network, are likely to be spread all comments and any information will be in a short time spread to all corners of the world, which is due to the high efficiency of the network. Another feature of the network information dissemination - anonymity in addition to contribute to the development of freedom of speech, the negative effect it is very hard to detect false information. The third characteristic of the network - wide permeability lead to the control message is very great difficulty for other media, cut off transmission source, or by intercepting communication channels to control the dissemination of information, and in the network, these methods are ineffective.

2, the network pressure is sufficient to influence government decision-making In 2009 the number of Internet users in China up to 384 million, the country's total population, 1 / 4 this ratio is no single organization or group can not match, so the network should become government policy to consider public opinion One of the important factors. In addition, to discern true and false opinion of the ability of the network should also be present government should have the quality one. Network lack of public opinion the following points: First, the structural imbalance and non-representation in the overall Internet users, the majority of the youth and students. The one hand, public opinion can make the network more dynamic, creative, but partly because young and in many cases, students expressed a strong opinion arbitrary and immaturity. Secondly, the online speech zero liability in the network communication, published in all speech under the guise of a virtual identity can be any of speech.


CONCLUSIONS
Crisis, the government's further use of online media is reflected in active use of online media agenda setting, to guide public opinion, create a good image of the government by setting the theme, the use of page headlines, multimedia reports and other forms, and in the interaction the use of virtual opinion leaders, agenda setting for the audience, making the audience of basic channels in accordance with the Government hopes ahead of public opinion. In short, the network media to the government to provide a powerful network tools, but also brought great challenges the Government to actively change their ideas, using a variety of ways and means to actively use online media, and while avoiding disadvantages, a network of government-managed media environment, a necessary requirement and an important channel. Main References:
[1] (U.S.) 唐米德博格 book, Zhu, M. Ae cattle Successful public relations [M]. Beijing: Mechanical Industry Press, 2007.

[2] Gu Limei. Information society, governance [M]. Tianjin: Tianjin People's Publishing House, 2003.

[3] Mu Yu, knowledge management, organizational change and university academic [D]. Zhejiang Normal University, 2006.

[4] LIU Zu-Hua. Network of public opinion and public policy [J]. Party forum 2007.5.

Links to free download http://www.hi138.com