How to empower modernization of social governance?, Under the logic and trend of mainstream media intelligence and "communication is governance", governance | content | society

Since the Third Plenary Session of the 18th Central Committee of the Communist Party of China, the Party and the government have put forward a series of ideas and goals related to social governance, and have also conducted a series of explorations and innovations. The report of the 20th National Congress of the Communist Party of China proposes to improve the social governance system, establish a sound social governance system of co construction, co governance, and sharing, and enhance the efficiency of social governance.

Traditional mainstream media play an important role in social governance by guiding public opinion, releasing information, and supervising media. With the emergence of a new generation of communication technology, the media landscape and communication methods have undergone profound changes, and mainstream media is also evolving towards digitization, intelligence, and mobility.

New media technologies and social development interact with each other, further breaking down various barriers in information dissemination and intervening more comprehensively and deeply in all aspects of social production and life. Highly intelligent mainstream media can also be more deeply embedded in the underlying foundation of social operation, highly aligned and coupled with the goal of modernization of social governance, continuously promoting innovation in social governance models and promoting high-quality development of social governance.

The Basic Logic of Mainstream Media Intelligence Empowering Social Governance

While mainstream media continues to enhance intelligence, they are also gradually infiltrating the process of social governance, and have a comprehensive impact on social production, life, and operation. The reason for the above changes largely lies in the mutual alignment between the development trend of mainstream media intelligence and the basic logic of social governance.

The extension of the communication field is highly isomorphic to the social governance system. The modern communication system, with intelligent mainstream media as the backbone, has become an important component of the country's new infrastructure, forming a comprehensive communication network that vertically runs through various levels and horizontally integrates various industries, greatly extending the communication field of mainstream public opinion. This accelerates the isomorphism between the information communication system and the social governance system. Communication has further evolved from a part of the social structure to a basic element of the social structure, and "communication is governance" will also become an inevitable logic and trend.

The expansion of connectivity and interaction is closely aligned with the social governance system. The current characteristics of mainstream media, such as intelligence, mobility, and digitization, fully promote the extensive connection between media and users, as well as between users. It provides a convenient channel for different groups to express their demands, provide political advice, and participate in social governance. It promotes the expansion of social governance entities from a single government department to different entities such as the public and enterprises, assists in building a diversified and three-dimensional governance system, and closely aligns with the central government's proposed social governance system of co construction, co governance, and sharing.

The deepening of media integration and the matching of social governance methods. Media integration is not only an objective requirement for the development of mainstream media itself, but also a key measure to integrate into the social governance system. In this context, intelligent mainstream media must leverage the opportunity of media integration to strengthen their service attributes. In addition to the traditional function of information dissemination, they also need to integrate government, business, community and other service content, become a comprehensive social service platform, meet the needs of diversified social governance scenarios, and match and promote with other social governance methods.

The Role Positioning of Mainstream Media Intelligence Empowering Social Governance

With the accelerated evolution of the trend towards intelligent mainstream media, its value beyond information dissemination and public opinion guidance is gradually becoming prominent. This not only expands the functional purposes of mainstream media itself, but also endows it with increasingly important and diverse role positioning in the social governance system, playing an increasingly important governance role.

Firstly, mainstream media should consolidate their role as public agenda setters. Agenda setting is one of the main functions and effects entrusted to mainstream media by mass communication theory, and it is also the basic way for mainstream media to intervene in social governance. With the improvement of intelligence, emerging technologies such as big data and intelligent algorithms are further playing a role. Mainstream media can timely plan topics, produce content, and release information around social hotspots, effectively guide public opinion, and further improve their efficiency in agenda setting.

Secondly, mainstream media should strengthen their role as cross-border resource integrators. The intelligentization of mainstream media will further expand the content, form, and channels of information dissemination, strengthen the effectiveness, targeting, and coverage of information dissemination, and further enhance the core capabilities and competitiveness of the media itself, attracting more attention, entry, and interaction from different types of high-quality resources such as government, society, and market. This will enable mainstream media to develop into a platform for connecting and intersecting various resources, continuously strengthening its ability and effectiveness in cross-border resource integration and operation.

Thirdly, mainstream media must develop their role positioning as diverse service providers. In the era of intelligence, mainstream media should actively seek changes in their own role positioning, expand from traditional information services to more diversified scope through additional function expansion, cross-border user attraction, and innovative operation modes. They should provide cross scenario services for different types of users such as government, enterprises, and individuals, allowing information elements to circulate between different fields and play a greater role in broader governance scenarios such as digital government, rural revitalization, grassroots autonomy, and emergency management.

The Implementation Path of Mainstream Media Intelligence Empowering Social Governance

Mainstream media must improve their level of intelligence, better set public agendas, integrate cross-border resources, and provide diverse services. They must base themselves on their own advantages, fully leverage the development of media technology, expand and extend the scope of media influence, and clarify the implementation path of empowering social governance.

Firstly, adhere to the emphasis on high-quality content production. Compared with social media, the advantage of traditional mainstream media lies in the authenticity, professionalism, and seriousness of content. Therefore, it is also necessary to strictly adhere to the foundation of high-quality content, continuously improve efficiency in topic planning, material collection, content production, and push dissemination through intelligence, keep up with the speed of information iteration in the digital communication era, and maintain the core advantage of content quality, thereby attracting more user attention and providing a user base for empowering social governance.

Secondly, continuously improve the construction of technology platforms. Mainstream media should take intelligence as an opportunity to improve the construction of various technical platforms, including public opinion monitoring, material content, creative distribution, and communication channels, further connect various business data, and enhance the connectivity, integration, and collaboration between different internal platforms. At the same time, it is necessary to effectively utilize external technology platforms such as new media communication matrices, highlight the social attributes of mainstream media platforms, shift from traditional content centric to user centric, and provide a user stickiness foundation for empowering social governance.

Finally, explore expanding the scope of media services. With the increase in user numbers and stickiness, as well as the improvement of technological platforms, intelligent mainstream media also needs to expand their service scope. In addition to basic services such as information dissemination, communication and interaction, and public opinion feedback, they should also increase their services in various dimensions such as government affairs, party building, people's livelihood, commerce, culture, etc. through various technological means and connections with government platforms. They should provide functions such as document processing, medical appointments, water and electricity maintenance, supervision and exposure, difficulty reflection, and question answering to institutions and individual users, providing a basis for user participation in empowering social governance.