新媒体环境下党的亲民形象建设的机遇、挑战与路径探析

An Analysis of the Opportunities, Challenges and Paths of Building the Party’s Image of Being Close to the People in the New Media Environment

党的亲民形象作为一种特殊执政资源,是增强党内外政治认同、获取政治支持的重要抓手,是构成党执政合法性的重要基础。新媒体的快速发展为党与人民群众的沟通、党对人民群众的教育引导以及党把握社情民意、接受监督等带了新机遇,但同时也使党的亲民形象面临着去中心化传播、负面信息快速蔓延、网络谣言迅速传播、信息公开不到位带来的挑战。党必须做到在思想上重视、能力上增强、党务公开上深化以及监督管理上完善,充分运用好新媒体进行党的亲民形象建设。

The party’s image of being close to the people, as a special ruling resource, is an important starting point for enhancing political identity within and outside the party, and for obtaining political support, as well as an important foundation for the legitimacy of the party’s governance. The rapid development of new media has brought new opportunities for the communication between the party and the people, for the party’s education and guidance to the people, and for the party’s grasp of social conditions and public opinion and acceptance of supervision. But at the same time, it also makes the party’s image of being close to the people face decentralized communication, rapid spread of negative information and Internet rumors, and the challenges brought about by inadequate information disclosure. The party must pay attention to ideology, enhance its capabilities, deepen party affairs, and improve supervision and management, and make good use of new media to build the party’s image of being close to the people.