Research Significance of Network Content Governance in China

The birth of the Internet is one of the greatest inventions of the 20th century. With the rapid development of information technology and the popularity of the Internet, its influence on world politics, economy, culture and society is more and more comprehensive and profound. China's network construction keeps pace with the rapid development of the world. Facing the new stage of Internet development and the new environment of information technology development at home and abroad, the existing ideas, strategies, systems and methods of network culture construction and supervision have been difficult to adapt to the new development requirements of the Internet and the urgent needs of the people. Based on this background, it is urgent and necessary to explore the governance research of Internet content, which has very important theoretical and practical significance. With the rapid development of Internet in China, we have entered the era of personal information, and the phenomenon of Internet content anomie is serious, which poses a very serious challenge to the governance of Internet content in China. At present, there are five obvious shortcomings in China's network supervision, such as the serious lag of relevant legislation, the lack of top-level design of governance mechanism, the lag of supervision concept and supervision ability, the lag of supervision technical means and the lack of social education guidance. The inefficiency of government supervision has emerged. Reducing government intervention and building a new Internet governance mechanism on the bottom line of political tolerance will become an inevitable requirement in the future. At present, China's Internet development has entered a new historical blowout period, and it is necessary to establish an effective new mechanism for Internet content governance. The new mechanism of Internet content governance should follow three principles, namely, obedience principle, balance principle and innovation principle; The new mechanism of Internet content governance should clearly define the responsibilities of governance subjects, that is, the power to participate in governance, the power margin of these governance forces, and the relationship and status between governance subjects. The government is no longer the dominant force. It should improve the status and role of industry associations and Internet-related enterprises, and protect the rights of netizens to participate in governance. In order to establish an effective guarantee mechanism for the new Internet content governance mechanism, we need to attach great importance to comprehensive means such as legislation, administrative supervision, industry self-discipline and netizen self-discipline, and establish corresponding governance systems and mechanisms. The Internet has broken through the traditional mass communication framework, and everyone under the Internet can become a communicator and audience. This poses a challenge to the "gatekeeper theory", the theoretical basis of traditional communication management methods, that is, the era when a few gatekeepers can control the agenda and guide public opinion has passed. Therefore, the management concept of network communication should move from "supervision" to "governance", and the management mode should move from "regulation" to "governance" and from "unified management" to "classified governance". It is necessary to construct a new mechanism of Internet content governance in China from the aspects of legal mechanism, social control mechanism and netizen self-discipline mechanism. This paper also analyzes and discusses the cultivation of netizens' participation consciousness and the construction of participation governance channels in order to promote the construction of democracy and legal system in the network society and realize the interaction between virtual society and real society.