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新媒体时代下的行政传播具有多头参与、膨胀扩散等特征,这些特征使得政府在行政传播中的主导地位被动摇,同时也使得政府的公共传播受到了来自社会更为广泛的关注,直接影响着地方政府的公共关系建设。西部地区在地理环境、文化、民族等方面都有一定特殊性,新媒体为西部地区地方政府的公共关系建设带来了新的挑战和机遇,当地政府必须要基于地方实际情况应用新媒体,引导新媒体,增强自身在新媒体中的舆论引导影响,才能使地方政府公共关系问题得到更好处理。
The administrative communication under the new media age has many characteristics such as multi-participation, inflating and spreading. These characteristics make the government’s dominant position in the administrative dissemination waver and make the public communication of the government receive more widespread attention from the society, which directly affects the public communication Local government public relations construction. The western region has some particularities in terms of geographical environment, culture and ethnicity. New media have brought new challenges and opportunities for the public relations of local governments in western regions. Local governments must apply new media based on local conditions and guide them New media and enhancing their influence in media guidance in new media can the public relations problems of local governments be better handled.