随着社会的进步和发展,特别是从传统社会向现代社会转变的过程中,政府部门在进行社会管理的时候,将会越来越多的动用社会系统中的各个环节和因素。政府部门需要对社会政策、政府职能进行宣讲,提高管理的有效性和针对性;公众也越来越需要一个合适的渠道获得权威的政府信息解读甚至是互动,两者之间形成了一种需求上的对应。媒体作为党和政府的喉舌,由于其强大的社会影响力和舆论引导力, With the progress and development of society, especially from the traditional society to the modern society, government departments will increasingly use all aspects and factors in the social system when carrying out social management. Government departments need to preach on social policies and government functions to improve the effectiveness and pertinence of management. The public also needs an appropriate channel to obtain authoritative understanding and even interaction of government information, forming a demand between them On the correspondence. As the mouthpiece of the party and the government, the media, with its strong social influence and media guidance,