随着互联网技术的快速发展,新媒体传播时代悄然降临。新媒体建立在数字技术和网络技术的基础之上,正通过信息媒介,日益广泛而深刻地影响社会生活的各个层面,包括人们的思维方法、价值观念和行为方式等等。新媒体时代的一个显著特点就是信息交流的互动性、交互性。这种互动性的传播方式为基层政府思想政治工作带来了前所未有的机遇与挑战。新媒体时代互动式传播背景下,传统的“宣教式”思想政治工作模式已明显不适应时代的发展变化。借助网络、电子移动设 With the rapid development of Internet technology, the era of new media is quietly coming. Based on digital technology and network technology, new media is increasingly influencing all aspects of social life through information media, including people’s ways of thinking, values, behaviors and so on. A notable feature of the new media era is the interaction and interaction of information exchange. This interactive means of communication has brought unprecedented opportunities and challenges to the ideological and political work of grassroots governments. Under the background of interactive communication in the era of new media, the traditional “mission-based” ideological and political work mode has obviously failed to meet the development and changes of the times. With the Internet, mobile electronics