政府传播中新闻发布渠道的多元化问题

Multi Channels of News Release in Government Communication

在政府传播视野中,政府作为传播者,凭借权威的、独特的社会管理者和国家意志执行者的身份,独占核心信息资源,对信息进行把关、整理和开发利用,期望达到对内推行政策,形成一致的目标和态度;对外塑造政府形象,与受众沟通,依据反馈信息调整政策。从完善政府传播效果出发,新闻发布渠道势必要以组织传播为主导,融合人际传播和大众传播,以高度整合的多元传播渠道,改变以往单向的、缺乏信息反馈、忽略非组织传播渠道的状况。

In the theory of governmental communication, the government plays the roles of the message sender,the authoritative society superintendent and the national -will performer. The government monopolizes the core information resource, so it has the power to check, reorganize and develop the information resource . Through the information processing, the government aims at carrying out the policies, forming the consistent goals, portraying the image, interacting with the audience to get the feedback as the basis of policies - adjustment. In order to improve effects of the governmental communication, the government should establish a highly integrated communication channel which is in the leadship of organizational communication and in the fusion of the interpersonal communication and mass communication, contrary to the lack of feedback and the neglect of the non - organizational communication in the past.