[Introduction] Under the strong push of central and local internet information departments, the development of government new media in China has seen unprecedented progress. Recently, at an experience-sharing conference on the development of government new media held by the Cyberspace Administration of China, it was revealed that currently there are 240,000 government Weibo accounts and over 100,000 government WeChat accounts in China. Government apps are also growing rapidly, making the “two micros and one app” (Weibo, WeChat, and apps) the new development model for government new media.
Represented by the outstanding government new media account “Shanxi Provincial Tourism Development Commission,” it has become a flagship of our province’s government new media. Guided by the strategic vision of the new “331” tourism development pattern for the entire province, and to accelerate the integrated development of Shanxi’s cultural and tourism industries, promote the branding of the three major sectors — the Yellow River, the Great Wall, and the Taihang Mountains — as well as the Dayun Golden Tourism Corridor, the commission has employed a “culture + tourism” marketing strategy. Through experiential tourism marketing methods, it deeply explores the cultural essence of Shanxi tourism. Leveraging the power of new media in the internet era, it tells the stories of Shanxi’s tourism culture, bringing the culture of Shanxi to life and making it shine, highlighting greater brand value. While consolidating its own strength, it also provides a new window for the world to understand Shanxi’s culture. Like a slowly unfolding scroll, it presents the grandest mountains and rivers to visitors, waiting to be explored.
Those who do not understand the future cannot judge the present. From the broader picture of China’s internet and news舆论 landscape, we have entered a brand-new era of all-media integrated communication. The development of government new media is an inevitable choice to enhance government credibility and also reflects the media's focus on user awareness. Looking at the current state of government new media development, influential and active public accounts continue to emerge from the central level down to the grassroots. A situation of “a hundred schools of thought contending” and “a garden full of blooming flowers” has already taken shape.
With integration as the path
Shanxi boasts numerous cultural brands: “Roots of Chinese civilization, soul of the Yellow River, sacred land of Buddhism, home of Jin merchants, frontier charm, hometown of Guan Yu, treasures of ancient architecture, and charm of the Taihang Mountains” — all of which demonstrate that Shanxi is a culturally rich and scenically magnificent holy land. Under the era-defining proposition of “winning the world through the internet,” it integrates both domestic and international internet markets. It continuously expands new media channels, fully occupying the “two micros and one app” as well as various video live streaming and self-media platforms, major well-known OTA platforms, and overseas social platforms such as Facebook and Twitter. This includes promotion and marketing through Weibo, WeChat, H5, mini-programs, live streaming platforms, mobile apps, and other means. This achieves full coverage of the mainstream government voice across both domestic and international舆论 fields. It transforms the internet — this “biggest variable” — into the “biggest increment” for advancing government initiatives. It also shifts the propaganda front from relying on domestic media to leveraging international network new media.
With content as the foundation
From ancient legends in the sky, to the magnificent landscapes on the earth, to the historical sediment beneath the ground, as well as the cultural wealth created by the people living on this land — over time and through historical changes, these have endowed Shanxi with priceless treasures. Seriously implementing the reorganization of content through new media forms, content sources shift from single self-creation to diverse collection. Various resources are finely categorized, and suitable framework systems are established for easy discovery and dissemination. Furthermore, accurate analysis is conducted on the unique characteristics of each channel and its specific target audience, achieving more targeted communication. This ensures a true blend of content and talent, clarifying objectives and diversifying content. At the same time, it establishes ideological guidance on new media platforms, raises political awareness, strengthens ideological understanding, takes practical responsibility, and enhances the leadership and organization of government new media work. It continues to increase organizational safeguards, turning it into a new online calling card for Shanxi’s government new media.
With users as friends
Shanxi is rich in ethnic culture and is a province where multiple ethnic groups live in scattered coexistence. In addition to the Han majority, there are 45 ethnic minorities including the Hui, Manchu, Mongolian, Korean, and Tibetan peoples. Among them, the Han make up 99.7% of the province’s total population. Among the ethnic minorities, the Hui are the most numerous, followed by the Manchu and Mongolian peoples. Always adhering to the mass line and being led by public opinion, it guides the development direction of grassroots government new media. Treating users as partners and friends, it becomes the “online confidant” of the people. With an equal stance, it coordinates the participation of users and government departments, creating an online hub that “understands public sentiment, benefits people’s livelihoods, and unites hearts.” At the same time, it manages the relationship between freedom and restraint, speed and steadiness, and national development trends and individual awareness in cyberspace. Starting with itself, it leads by example in abiding by laws and moral norms, taking on more social responsibilities, consciously safeguarding national interests, maintaining public order, spreading advanced socialist culture, and actively playing a role in gathering positive energy. Leveraging the communication and social features of new media platforms, it becomes an important channel for understanding public sentiment and maintaining ethnic unity.