Separation Of Official Discourse From Mass Discourse

Recently, the general office of the State Council issued the notice on the further response to government affairs and public opinions in the work of making government affairs public (hereinafter referred to as the notice).

The notice pointed out that strengthening the openness of government affairs and responding well to government affairs and public opinions have increasingly become the inherent requirement for the government to enhance its governance capability.

In major emergencies, the government is always confronted with difficulties in information disclosure and publication, which is related to the complexity and rapid change of the emergency itself. On the other hand, it is also related to the public information release mechanism of the government departments.

In the notice issued by the state office on the further administration of public opinion in the work of making government affairs public, it also pointed out that there are still some problems in the work mechanism of some localities and departments.

From the perspective of the government's working mechanism, the existing problems in public opinion response and information dissemination can be summarized as "five separation", that is, the separation of bureaucracy management mechanism from the flat thinking of the Internet, the separation of responsibilities between the propaganda department and functional departments, the separation of official discourse from the mass discourse, the separation of internal and external channels of information release, and the separation of normal management from emergency response.

This article analyzes third "separation":

Separation from the mass discourse.

Dealing with the public and accepting media interviews, "speaking" is unavoidable in any public opinion response, and is also a common practice for many leading cadres.

However, some government departments and government officials are afraid of telling the truth, unwilling to speak vernacular and sentimental words in the face of "lens" and "microphone".

Some official documents are also full of Mandarin words, which are ridiculed by netizens as "beautiful empty words" and "words that are not spoken."

At about 20 hours in December 15, 2014, the crown KTV of pun Dong Street in Changyuan County, Xinxiang, Henan was hit by a fire. The fire was extinguished at 1 hours and 05 minutes. 35 people were injured and 11 people died after rescue.

The disaster is very serious, which makes people heartache, causing nationwide concern.

On the local government website, there are two fire releases.

The first is "a KTV fire in our county". There are only 126 Chinese characters in the full text, which tells how the leaders of the local county attach great importance to the quantity of the text in person to the field command, accounting for 74.

The second one is "our county does its best to handle the fire accident at crown KTV". There are 9 lines in the notice, 8 of which are about how the local county leaders handle the fire accidents. 4 of them are the main points of the local county leaders.

The related bulletin angered netizens. After several hours of media coverage, tens of thousands of comments were strongly criticized.

This phenomenon is not an example. In many official publications of catastrophic accidents, "leadership attaches great importance" has almost become "standard".

Some media have summed up such official bulletin as "three stages": the first paragraph, briefly points out when and what happens; second, after the accident, how leaders at all levels and relevant departments attach importance to it; and third, how to identify facts, handle accidents and make progress in the event of "leadership attaches great importance".

The vast majority of official notifications are written and published in this format.

However, this kind of information release that emphasizes "leadership attention" is stereotyped, rigid, vague, documented, and streamlined, ignoring public feelings and informed needs, and the masses are naturally unwilling to accept it.

At present, crisis communication is facing the trend and challenge of "socialization". Social media has become the source of public sentiment and the main position of communication. It has also become the "wrestling arena" for governments and the public to compete for discourse dominance.

The audiences of social media are mainly young people. They are active in thinking, do not like routines, oppose official standards and refuse authoritarianism. Professor Shi Anbin of Tsinghua University has suggested that we should pay close attention to the issue of "audience orientation" in crisis communication, which naturally includes paying attention to the preferences of the audience.

When information is released is the question of timing, then how to publish is the question of effectiveness.

The so-called "prescription" must be timely and effective.

In the sudden public opinion, the "official statement" is the guarantee for the realization of the right to know. How to win the trust of the masses lies not only in content and source, but also in tone and style, and the separation of official discourse from public discourse is forcing the pformation of the "official release" discourse system.

Behind the language is feelings, thoughts.

"This language is not something that can be learned arbitrarily, but not hard work," Mao Zedong pointed out in the article "eight Party of opposition".

Compared with Mandarin, empty talk, close to life, close to the masses, warm and fresh, and fresh style of dry goods, it often achieves unexpected results in handling public opinion and guiding public opinion.

The most typical example is the popularity of micro-blog @ moon rabbit.

It can be seen that whether it is to deal with crisis public opinion with authoritative voice, or to conduct public opinion guidance by agenda setting, we should embody humanistic concern in information release, so that words and data can be exposed to a temperature. Such exchanges will not be estranged, effective and lasting.

The main body is human, and its object is also human, so dissemination should be the most humane.

Leading cadres at all levels should first change their ideas and concepts, less bureaucratic rhetoric, more "netspeak", less sermon instruction, more eloquence, less power and more people's livelihood.

In this way, we can narrow the distance from the masses and increase the viscosity of fans.

Secondly, we should create a full-time information release team, absorb more young people to participate, and improve the "net feeling" of the information release text.

Young people dominate the new media, familiarize themselves with the new media way of speaking, learn to accept new things, and effectively promote the pformation of official discourse style.

For example, Wang Haiding, the famous public security micro-blog big V@ Jiangning public security online, is responsible for its daily maintenance blogger, a young man of 27 and 5 years old. His language style is lively, humorous and interesting, and is deeply loved and trusted by netizens.

Third, avoid the "facebook" of current political information.

When interpreting the policies of the people's livelihood or involving professional problems, we should attach importance to supplemented by corresponding diagrams and diagrams, conveying information in a concise and concise way, so as to make "raw and hard".

Become "easy to understand".

For example, in 2015, the WeChat public issue "Shanghai released" produced the 3 minute animation speed reading "government work report", interpreted the government work report in the form of animated video, WeChat read 120 thousand times, and in 2016, it also planned and produced the "government work report turned into a mobile phone desktop, what kind of experience is it" H5, browsing more than 300 thousand times.

Because the above content is novel and interesting, the audience is willing to open, willing to accept, willing to share, and naturally achieve good communication results.

Fourth, pay attention to daily interaction with netizens, read people's needs and monitor opinions from reply and post.

Regularly organize human resources to sort out the different texts, cases, ways of discourse, communication routes and netizens' reaction to publish information, and summarize the rules as reference for daily work.

In addition, we can also try to strengthen the exchange learning with the market media, and carry out special training for news information release discourse ability.