The Internet has become a new channel between the masses and government officials, transmitting public opinions and governmental policies between the two. Meanwhile, the myriad ways information can now be circulated to the public on the Internet also means that information may deviate from the original text. This has generated new challenges for governmental departments.
Spokesmen serving governmental departments act as crucial links between the policy and the public.
How do they evaluate Internet opinions and resolve a crisis of opinions? What are they required to do to qualify as information officers in these Internet times?
The People's Daily in January invited five spokesmen to talk about their experiences and impressions when dealing with online opinions.
'New media impose challenges to government': Mao Qun'an, Ministry of Health (MOH)
I start my daily work routine in the morning by surfing the Internet for news and discussions among netizens, especially those concerned with public health. In preparation for each press conference, my specially assigned staff collects hot topics and representative opinions from the Internet. Internet opinions reflect the viewpoints and attitudes of a segment of the general public that spokesmen like me should always follow and trace and respond to immediately. This information is a new kind of challenge brought to government representatives by the new media, with Internet being the representative.
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Internet opinions can carry great weight regarding public opinions about various issues, they can have positive effects toward solving certain problems. However, Internet opinions also have negative effects. At a regular press conference held by the MOH in 2006, a reporter asked for the MOH's opinion on a piece of news spread on the Internet which said that 100,000 people had participated a signature drive that called for abandoning traditional Chinese medicine. The question surprised me: I was unaware of this information. I refuted the course of action by citing related policies on the spot. Later I found out that only some 100 people had given their signatures, not 100,000. This event showed that information published on the Internet is not always precise and sometimes it can easily mislead the general public.
A lot of netizens have made biased, subjective opinions, or even caustic remarks, on the basis of imprecise and incomplete information. Under the circumstances I felt anxious but it was beyond my capacity to respond to every piece of opinion.
Being a spokesman, I am quite willing to communicate with netizens. Some people have suggested that I open a blog, but I have misgiving about this suggestion because netizens may merge my personal opinions with the official governmental stance so I would like to use other means of communication.
'It's better to actively confront Internet opinions than to block them': Wang Xuming, Ministry of Education (MOE)
The MOE has already held over 100 press conferences in recent years and several portal websites conducted live broadcasts of each conference. Also, notices about press conferences to be held in the near future can be found on the MOE website.
Granting more financial aid to poverty-stricken students was one of the primary tasks for the MOE in 2007, this was exactly in line with the state policy to strengthen aid to poor students. In addition, netizens also expressed a sustained interest for poor students to receive a proper education. When state policies and netizens' wishes act in unison, considerably powerful endeavors can be enacted to confront difficulties.
However, as the most active and incisive part in public attitudes, Internet opinions may hold erroneous values, especially when news reports or commentaries published on some websites, especially a few commercial websites, often quote remarks out of context, use exaggerated headlines or stretch facts in order to draw readers' attention. Quoting without introducing context or background information can cause public opinion to go astray.
I think that websites should take a leading role in fostering a sound environment for Internet opinions. Functioning as a communicator of information and culture, websites should be aware of the responsibilities they are bearing all the time; contents on web pages should be easy to read, but not vulgar; websites should have a screening system to make sure that all the information appears on websites rapidly and accurately.
Administrative departments, on the other hand, should actively confront Internet opinions rather than block them; they should, after analyzing and examining Internet opinions, give quick and definitive responses, thus remaining accountable to netizens.
As to netizens, I hope they could be more rational and civilized; I wish I could see more meaningful discussions and less abusive, insulting and malicious language on the Internet.
Education could enrich Internet information while the Internet should promote more attention, understanding and support towards education.
'Netizens' reasonable demands can't be disregarded': Wang Yongping, Ministry of Railway (MOR)
Surfing the Internet daily to look through netizens' opinions and suggestions is essential work for me. A file compiled from railway-concerned Internet opinions is distributed to high-level officials and related colleagues every day. They use the information when they make decisions and enact initiatives to accomplish certain improvements. This has become an important channel for them to learn what the general public is thinking.
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Internet opinions are actually a form of emotional expression made by people from all walks of life. Although irrational content does exist, it can be said that Chinese netizens are becoming more and more mature. They hold a sense of responsibility when disseminating Internet information. Government officials are often inspired and influenced by such opinions. For instance, the decision not to raise the price of train tickets during the Spring Festival holiday period was made by leaders in the MOR after listening to voices and suggestions from a variety of sources, including Internet. A government having accountability can't disregard reasonable demands from netizens.
I have been struck deeply by netizens' support and nice treatment. I once went to a website to have an interview with netizens. I was late that day because of traffic jams and netizens began to post texts bluntly criticizing me. After I arrived, I began the interview with an earnest apology and talked about my anxious feelings while I was sitting in a traffic jam. I said that this feeling helped me better understand what train delays meant to passengers and how crucial our obligations are. Netizens replied, forgiving me at once and added many encouraging words concerning my work commitment. This event has left a lingering impression on me and I felt I could do nothing but speak honestly, demonstrate my true sentiments and explore truth in order to repay the kindness and generosity emanating from the general public.
Internet opinion is abundant and covers a wide variety of categories. As a spokesman, I might, on the basis of reading these opinions to the best of my abilities, grasp beneficial statements, accept constructive recommendations, clear up misunderstanding and boycott harmful and unhealthy information. Of course it is not easy to do all the above, but I will do my best.
'Releasing the truth can win credibility': Liu Dazhu, National Audit Office (NAO)
When dealing with Internet opinions I think that an objective, calm and reasonable attitude is required. Compared with conventional media, the Internet has more readers and a wider sphere of influence, allowing it to create more hot topics and influential public opinion sometimes. If there were no proper guidance, negative effects could easily be accomplished. Therefore, it is a priority for all the spokespeople to reflect upon ways to effectively avoid negative effects and give instead a more active role to Internet opinions.
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In July 2006, a piece of news was published on the Internet, saying that an auditing official in Cangzhou (Hebei Province) had suddenly died at the gate of a hotel just after receiving a reception. The news created an explosion of opinions published by netizens on the Internet. The National Audit Office quickly made a public statement through a spokesman. Meanwhile, an investigative team was set up that followed official procedures; results were announced to the public. Most netizens were satisfied with the NAO's reaction.
Through this event we understood that governmental departments should give active responses to Internet opinions and be accountable to the public for discovering the truth. Only by behaving in this way can they win credibility and support from netizens.
Compared to other governmental departments, the NAO holds press conferences less frequently. But the primary contents of each NAO press release revolve around hot issues generated by netizens.
Before holding each press conference, we always have a meeting with various press organizations in order to introduce related information to the media as well as seeking out the concerns of the media and public in regard to audits. By doing this we can offer better information to meet everyone's needs.
We will, as always, actively deal with Internet opinions and release more accurate auditing information to the public in a timely fashion.
'Play the positive role of Internet opinion': Zhang Jianzhong, National Tourism Administration (NTA)
Nowadays, Internet opinion plays an important role regarding public opinion, acting as a key channel for the public to know and oversee governmental works. Therefore, as a governmental official, especially as a spokesman, I always keep a close watch on netizens' opinions and suggestions. I use this information to help prepare for each press conference.
I have found in my work that netizens are paying more and more attention to public affairs and they have played positive roles in solving certain issues. Nevertheless, because of the rapid and wide circulation of the Internet, some Internet opinions might not be rational or true. Sometimes netizens hold forth erroneous opinions before the truth is uncovered and published to the public. So, how to strengthen the validity of Internet opinions has become a vital issue.
Spokesmen must keep abreast with red-hot social issues and netizens' views, and at the same time calmly carry out investigations and release authoritative results in a timely fashion. Only by acting in this way can we better utilize the positive role of Internet opinion.
China, boasting abundant tourism resources, will embrace more tourists from around the world in 2008. I hope that the netizens will continue to pay attention, as they already are doing, to the development of tourism in the country. I will do my best to make a bridge between the National Tourism Administration and the public, thus guaranteeing smooth access of information between the two.
(China.org.cn January 24, 2008)
