“数字中国”背景下的政务传播体系:模式、效果与问题

Government Communication System in the Context of"Digital China":Models,Effect,and Problems

在“数字中国”的建设进程中,原有的政务信息传播网络需要通过全面数字化转型、重组,才能有效提升社会治理能力、政务服务质量,满足新时代的社会需求。从顶层设计到各地实践,均表明这一综合性传播网络的建设采取政府为主导,各个商业企业积极参与的形式,深入各个传播环节和社会治理的多个层面。文章通过梳理各个地方在不同领域的初步实践经验,归纳政务传播体系数字化转型的发展现状、达成效果与整体趋势。同时,文章关注政企合作模式的特点和问题,探讨政府一方面如何利用前者在数字技术和数据体量上的优势实现治理能力的提升,另一方面如何尝试通过多种手段引导资本化的平台企业在公共性与商业性之间寻求良性平衡,从而总结“数字中国”背景下具有中国特色的传播治理实践。

Amid the process of building a"Digital China",the former government information and communication network is not able to improve the capacity of social governance and government service,as well as fulfill the social needs.A comprehensive digital transformation and restructuring is necessary.From both top-level policy making and various local practice,the construction of a new government communication network in the digital age should be based on government dominance and cooperation with commercial companies.After analyzing a diversity of practical cases,this paper summarizes the developmental status,effect,and total trend of government communication.Meanwhile,the features and problems of the emerging cooperative model between government and platform company are discussed including the approaches of how government utilizes the platform’s technical and data strengths to increase its governance capacity,and the methods of how government guides the platform company to strike a benign balance between pursuing private and public benefits.Finally,this paper is concluded with a summary of the communication governance practice with Chinese characteristics.