The new government education education media is a new media platform for education systems at all levels to carry out related government affairs activities, provide online public affairs services, interact with the public, and conduct network administration. It promotes open education and information disclosure, and innovates educational public services. The model has strengthened the interaction between the government and the people and guided public opinions. It has become an important channel for the improvement of education systems at all levels and public dialogue and communication mechanisms, and to enhance the effectiveness and level of educational services.
The three-dimensional drive of "policy + demand + carrier"
Why did the educational government's new media platform suddenly appear and develop rapidly? There are four reasons: First, national policy is the driving force. This is the dominant force. At present, it is mainly the government's top-level design and the introduction of policy documents to vigorously promote the construction of new government media. It shows the advent of the era of the development of new government media under the conditions of mobile Internet. Second, it is driven by social needs. This is an endogenous driving force. The focus and concern of the society on education issues makes it necessary for the education sector to choose a government-oriented public information disclosure and policy interpretation that directly touches public opinion, communicates public opinions, coordinates social relations, resolves social conflicts, and provides comprehensive services for the efficient development of society. , convenient and accurate official media channels. Third, technology-driven development, this is a conditional guarantee. With the further promotion of 4G mobile communication technologies, new media ecosystems and media ecosystems will be gradually formed in the mobile internet industry. The development of new government media will also continue to deepen. Based on existing stocks, fine management and personalization will be provided. service.
The basic functions of "government + interaction + service"
After the emergence of new media, the public discourse space has been reconstructed. Effectively building equality, democracy, and harmonious dialogue relations is a question that should be considered in the construction of educational media for new media platforms. The work priorities of education departments and schools at all levels are to provide good services and help educate the audience to articulate and realize their public interests. At present, the concept of “Internet + Government Affairs†has been infiltrated into all aspects, and major carrier applications such as government affairs micro-blog, government affairs micro-letter, and government affairs APP have been actively applied and actively responding to various types of reasonable education appeals. This is an important trend in building a new service-oriented media platform.
Interaction and service have become the biggest demand and inexhaustible motive force for educating the new media government affairs platform. Its primary function of platform building is to focus on the interaction between the government and the people, to respond promptly to the public message on the government affairs microblog, government affairs micro channel, and government affairs APP, and to the public Respond to the relevant departments to reflect the problems that need to be solved, and do a good job tracking the problems to ensure that they can answer public suspicions and solve public difficulties. The new media for educational administration is a double-edged sword. It is both a “booster†for enhancing the image of education and modern governance, and a “barometer†for the emergence of social education issues. The important direction of its work is to improve the working mechanism of network government affairs and vigorously strengthen information. The construction of a data service platform will comprehensively promote the informatization of educational government affairs.
"Cluster + One Stop + Big Publicity" Operation Mode
The educational government affairs new media platform has both political attributes and service functions. The construction of new media for education and government administration may consider the implementation of the “one body, two wings†operating model. “Oneness†means building a new administrative media cluster matrix that interoperates across the national education system and collaborates with each other. “Two wings†are provided on the new educational media platform for government affairs. "Stand-style" services at the same time, vigorously carry out propaganda and ideological and cultural work, carry forward and promote the core values ​​of socialism, and create a full-scale, all-round participation in the publicity pattern.
By guiding the development of educational media and new media clusters, on the one hand, it realizes the superposition effect of communication, and the radiation power of clustering greatly enhances the public's ability to guide public opinion; on the other hand, it helps to achieve rapid response to social emergencies. It also cooperated and vocalized the hot issues of focus education, and actively guided the healthy, orderly development of education.
The current educational affair's new media operating thinking focuses on the dissemination concept of giving priority to propaganda and supplementing services. The dissemination process focuses on users and builds a distinct new media platform. It must also enhance public-centered awareness and focus on "two "Micro-end" two-way communication function enhances the efficiency of educational services. In the daily operation and maintenance of new media, education and government affairs must firmly establish the correct political direction, persevere in correct public opinion guidance throughout the entire operation and maintenance process, and establish new media for educational government affairs as an important position for expanding mainstream public opinion.
"Precision + immediacy + zero distance" propagation characteristics
The new educational media platform for government affairs helps establish and improve authoritative information dissemination mechanisms, achieve accurate dissemination of information, and is not easily constrained by external and objective factors in the dissemination of instant and swift information, and can release all kinds of education policies and information to the public in a short period of time. The dissemination is far superior to the traditional media in terms of timeliness; through the application of new media for educational administration, education departments at all levels can take the initiative to give feedback and link relevant agencies to actively serve various types of reasonable educational demands and build a “zero distance†connection channel. In the precision service and rapid communication, the public's satisfaction with education has been continuously improved.
At the same time, we must pay attention to two issues in the contact with the user "zero distance": First, in the information communication, propaganda and non-promotional communication must be used together. Educational propaganda and guidance can bring together the ideological awareness of the public to a certain extent, and at the same time, it needs non-propaganda services to communicate so as to guide people's behavior in the right direction. Second, we must strengthen the cultural orientation and implicit penetration in the process of information dissemination. Unable to exercise its educational function to maximize its educational function, it is necessary to change the previously rigid propaganda mode, use more cultural elements, pay attention to educating the people with beauty, using cultural people, and using cultural means to help nurture and practice the socialist core values.
"New Technology + New Applications + New Platform" Innovation Path
New technologies and new applications are extensions of the Internet users' needs for visual, auditory and thinking functions. Build a new media technology platform support system that includes platform selection, content customization, classification release, and effect evaluation, and how it will be a new type of online service through technological innovation and innovation to improve user activity and user stickiness. The key to the success or failure of new government media.
The development of the educational government's new media platform is the result of the development of media integration. This trend is led by new technologies. Technical innovation is particularly important for improving media service capabilities and public opinion guidance. The key to technological innovation is the use of platforms. In 2016, new technologies such as VR (virtual reality), short video, and animation began to be applied frequently. In 2017, artificial intelligence will enter a period of rapid development. Live broadcast and video will become the main form of new media platforms. New technologies and new applications must meet the needs of the majority of educational audiences and serve society and people better. The new media for educational administration is not only a product of the deconstruction of the traditional education discourse right, but also a product of the development of educational propaganda, and it is also a new platform for the structural reform of education supply.
(Author: Shen Ge Wu, Vice Minister of the Propaganda Department of Wuhan University of Technology)
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