2016年中国教育政务新媒体发展报告

Report on Chinese New Media in Government Affairs in the Education Sector in 2016

目前,各级教育部门及各类学校开通政务新媒体已经成为一个普遍现象。教育部门政务新媒体致力于解读重大政策、回应社会关切,成为各部门政务新媒体中的一支重要力量,也在新媒体舆论场上有着重要影响。内容、技术与运营是政务新媒体的三个支撑,本报告主要以2016年教育部直属高校及省级以上教育部门政务新媒体为研究对象,对这三个方面进行深入分析,认为政务新媒体具有'发布厅''服务厅''文化厅''茶餐厅'的四个功能,并讨论了教育政务新媒体在风格、表达、平台、联动等方面需要改进的问题。同时,本报告认为基于理性的交流、基于大数据的服务、基于现实问题的智库等,是教育政务新媒体发展的空间与方向。

At present, it has become a common phenomenon that governmental departments, universities and colleges have started to use new media for government affairs. In the education sector, new media is used to interpret major policies and respond to social concerns. It has become an important force among all new media outlets and accounts operated by Chinese government agencies and ministries, and exerted a significant influence on public opinion in the new media market. Content, technology and operation are the three pillars of new media in government affairs. This study examines those three dimensions in new media outlets and accounts in government affairs operated by educational departments at the provincial level and above and by universities under the direct control of China’s Ministry of Education in 2016. It proposes that these new media serve four functions : releasing policies, serving the public, spreading knowledge,and fostering discussion. Moreover, this report discusses problems faced by these new media accounts, expression, platforms and linkage. It argues that fostering rational communication, providing service based on big data, and offering solutions to real-world problems should be the direction for future development of new media in governmental affairs in the education sector.