大数据时代廉政政策传播创新的实践探索——以“廉洁广州”全媒体传播为例

Practical Exploration in the Innovation of Clean Government Policy Communication in the Era of Big Data:A Case Study of Clean Guangzhou All-media Communication

在大数据时代,新媒体技术与大数据技术的广泛应用无疑为廉政政策传播创新提供了机遇。广州市纪委监委通过建设运营“廉洁广州”全媒体矩阵平台,构建了新时代廉政信息传播的“传统媒体+新媒体”的全媒体格局,成为地方政府探索廉政政策传播创新的成功案例。其特色和创新主要表现为:实现了从宣传者到传播者的主体跃迁;实现了从政策宣讲到丰富的政策信息传播的内容革新;实现了从压力型递推到全媒体矩阵的渠道拓展;实现了从政策受众到用户粉丝的受众锚定;实现了从静态验收到动态监测的传播过程及效果监控。实践证明,“廉洁广州”全媒体传播平台大大提升了廉政政策传播效果,推动了反腐倡廉建设,作为成功案例,值得其他城市学习和借鉴。

The extensive application of new-media technologies and big data in this era of big data has doubtlessly provided new channels for the communication of clean-governance policies.By the construction and operation of“Clean Guangzhou”all-media matrix platform,Guangzhou discipline inspection and supervision committees have formed an all-media structure of“traditional media+new media”for the passage of clean governance information,a successful example in this area by local governments having been born.It is featured and characterized by the realization of transformation from the“propagandist”to“disseminator”,the innovation from“policy promotion”to“rich policy information dissemination”,the channel expansion from“pressurized policy transference”to“all-media matrix”,the accurate audience identification transferred from“policy audience”to“fan users”,and the transference process and effect supervision from“static assessment”to“dynamic monitoring”.Practice has proved that the"Clean Guangzhou"all-media communication platform has greatly improved communication effect of clean government policies and promoted the construction of anti-corruption,the example to be followed by other cities.