Name: Yang Ting  Student ID: S08404

Research paper supervisor:Dr.Sekou Conde

School of Literature, Journalism and Communication  Minzu University of China

2008-2009 Academic Year

 

Abstract: For the past few years, as the most effective way of opening governmental information press spokesman system, though has been set up and perfected on and on in every administrative levels including the central government, ministries, provinces (municipalities and autonomous regions) ,it has not played its role properly in terms of promoting the openness of the governmental information, as it should but rather it’s used by the government to solve public relations crisis and propagandize political achievements. This thesis discusses its existing problems on the basis of organizing the development skeleton and the present situation of China’s press spokesman system. It also provides some ideas on its improvements for reference from the standpoint of promoting governmental information disclosure.

Key words: Spokesman; Spokesman System; Government

 

                    I.    Introduction

“The Chongqing taxi-driver-strike incident which happened in November 2008 drew a nationwide attention.”[1] These attentions came out because this kind of mass incidents rarely happened in China nowadays on one hand. On the other hand it came out because of the “new ideas” fully using press spokesman system to solve public relations crisis by Chongqing city party committee and government.

Through these “new ideas”, we can see that the way of public information adopted by Chongqing government on dealing with taxi-driver-strike incident has been acknowledged by the general public. “As well as that the press spokesman system in Chongqing was used as an efficient tool on handling public relations crisis rather than way of disclosing governmental info.”[2] And the fact that the way of public information being reported as “new ideas” also reveals the press spokesman system has not been adopted widely even as a tool of handling PR crisis.

In recent years, as a main means of governmental info public, China’s press spokesman system became a multi-level institution with unceasing development. “The situation which system establishment constantly improved and staffing reinforced contradicted that the limited application of press spokesman system in government info disclosure at the present time. ”[3]This kind of antinomy resulted for many reasons. The author will summarize what causes this antinomy through organizing the press spokesman system and the government info disclosure and provide some referential suggestions to make a breakthrough.

“Many Chinese has started to pay attention to spokesmen, as a survey last week shows 85.9 percent Chinese have followed spokesman at various levels with interest.” [4]To watch a press conference given by a spokesman is much more interesting and informative than reading regulations and watching news broadcasts.

“The week-long survey, conducted by the China Youth Daily, revealed that 84.9 percent of Chinese support the system of making news known through a spokesman. ”[5]By listening to a government spokesman, people may have a deeper understanding when a new policy takes effect. Any newly-issued regulation would certainly affect people's lives, listening to explanations by the spokesman would help them understand the new policy better. At the same time, the public's growing enthusiasm for spokesmen to the Chinese people's rising awareness of their rights to know.

 

                 II.    The development skeleton of China's press spokesman system

China’s press spokesman system has been established since the Reform and Open-up Policy. Its function and policy have been through a constant improvement. “The initial press spokesman system mainly was to meet the needs of diplomacy towards the international society. ”[6]Now it switched to the one which is for the necessity demand of governmental info publicity. The variation on this supporting theory closely related to China’s economic social development which mirrored the achievements on economy, politics and society since the Reform and Open-up Policy.

The introduction of the government spokesman system was an important channel for the public to get to know what was happening in the government and a significant step to ensure citizen's right to know. China adopted the spokesman system in the 1980s, first in the foreign ministry, when the Publicity Department of the Communist Party of China Central Committee issued an order for the appointment of spokesmen at major government departments. The system has expanded to most of the ministries, and a batch of provincial and municipal governments in the past couple of years. “China’s spokesman system began in the 1980s. On March 26, l982, the former chief of the information department Qian Qichen released news about the relationship between Soviet Union and China. This is the first time which the government releases information in a form of holding a press conference.” [7]In the two decades that followed, spokesmen were used by the Ministry of Foreign Affairs, but rarely appeared in other government departments. It took a disaster to make the government change its mind and allow spokesmen a bigger voice.

“It was not until 2003, when the spread of SARS called for more a transparent method of news release, that more spokesmen were put under the spotlight. ”[8]In this year, in order to control “SARS” effectively, the government adopted an epidemic release system. After more than two decades of high-speed economic development and as the country becomes more stable, China was confident enough to embrace monitoring and supervision at various government levels.

From the table below, we can found that since 2003, the number of news release conference which held by Information Office of the State Council appears a rising trend.[9]

From: www.scio.gov.cn/gzdt/ldhd/200810/t229010.htm - 27k.

Since 2003, the construction pace of China’s press spokesman system speeds up.  The function of news spokesman system also tends abundant gradually.

“The survey, which was completed by 9,244 citizens across the country, also showed that people paid the most attention to spokesmen in the Information Office of the State Council, which accounted for 60.1 percent of the total. The spokesman in the Ministry of Foreign Affairs ranked the second, hitting 58.8 percent.”[10] As of the end of 2007, China had more than 160 spokesmen speaking for CPC central organs, central government departments and provincial governments. “The state council information office had held 1409 press conference. Among them, the central and state organ responsible departments hold 73 press conferences; the departments of the central government autonomous held conference 547; provincial government held 789 news conferences. The popular use of the Internet was an important reason for the government to introduce more news spokesmen after the 20th century”,[11] because the common people could get access to information on the web and any attempt to curb the spread of information could be in vain. So the system of spokesmen in China came naturally as China deepens its reform and boosts economic pace.

From the point of the development skeleton of China’s press spokesman system, we can see that not only did its number increase but the functions of the system have transformed from a single initial outreach to the internal and external of information publicity. In the conferences that have been held in China, “not only has the foreign affairs become the key subject in most press conferences but also energy saving & emission reduction, the people's livelihood, product quality and food safety. ”[12]Press spokesman system has played a more and more important role in promoting governmental info publicity.

 

              III.    The current situation of Spokesman system

Now we are experience the transformation period, the social strata interest is adjusting continuously, in this case, it will also produce large demand of information. “The government who master most public information, if it can not release information timely and accurately, it will release contradictory and affect social stability. ”[13]So in order to make our society stable, the disclosure of government information must be widely and swift.

And as a gradually rising country, “soft power” which includes national cohesion, cultural influence, national coordination, and participation in international activities and so on becomes more and more important for all countries in the process of getting into the international community step by step, as well as in the competition of overall national strength. The realization of these “soft power” mostly is with a great help of information dissemination. “China’s governmental information publicity is to maintain economy in the new period, social harmonious development, also to enhance China’s “soft power” and international influence while press spokesman system is to promote governmental info publicity and to fulfill information effectiveness and widespread dissemination. ”[14]For this reason press spokesman system is an inevitable requirement for China’s economic and social development at this stage.

At present, as the governmental information disclosure work moving forward steadily, China’s press spokesman system has been carried out at the level of the State council, ministries, provinces (municipalities and autonomous regions), etc. “Press spokesman system played an important role in disclosing governmental info, dealing with unexpected incidents and mass incidents and other aspects. ”[15]The number of news conferences held by government departments at all levels has been increased. The main news figures involved have been enlarged. These developments of press spokesman system have promoted governmental information disclosure in varying degrees.

However, there are still a number of problems in the current press spokesman system affecting its results in governmental information disclosure. The situation of news spokesman in China is by no means hailed by all as scholars call for improvement and citizens urge transparency in news release. The general public, however, think efforts should be made on the transparency of “the spokesman's work as the survey shows that 77.3 percent held that view, and 67.1 percent called for news release should be in time”. [16]Nearly one third, or 29.2 percent of those people polled expect a news spokesman to have personality. However, according to Zheng Genling, “an official in the news channel of China Central Television”,[17] personality should not interfere with a spokesman's work as the priority for a qualified spokesman is to fulfill his responsibilities.

                                         A.        From the perspective of the function of press spokesman system, this system remains the tendency of foreign propaganda.

From the development skeleton of China’s press spokesman system, we can see the existence of this tendency has its deep historical roots. “The system initially started for the international community and the purpose of serving diplomacy, after turning into releasing news to both domestic and overseas, thus our longstanding principle of external publicity of “gloss over” existed naturally in the system. ”[18]The existence of this principle makes the decision whether released the information or not partly deviate from the spirit of information disclosure, thus leading to a lot of news bearing on the general public’s interests can not be seen by the press spokesman, so it interferes the press spokesman system to play the functions of information disclosure.

                                         B.        From the perspective of regulations and procedures, current news spokesman system is lack of legal regulations.

From the development skeleton of China’s press spokesman system, we can see that the hugest promotion of the system is dealing with “SARS crisis” in 2003 and the implementation of the “People's Republic of China Government Information Disclosure Bill” in 2007. Chen Lidan, professor of journalism at Renmin University, said “spokesmen should be held responsible for failure to release news promptly, giving false information and refusal to disclose news using the excuse of secrecy classification.” [19]New legislation is needed to guarantee people's rights to be informed and punish irresponsible spokesmen and their superiors, he said.

Therefore it presents to us that the current press spokesman system is a normal form of crisis response program and exists as a governmental implementation. The press spokesman system itself did not be built under a legal framework and regulations. “Because there is no written law, the current press spokesman system is arbitrary.”[20] In practice, a number of Government press conferences were held on the lack of basic planning, the information released can not be timely, objective and comprehensive, which led to some of the latest government information drowning in the ocean of valueless messages.

                                         C.         From the perspective of the quality of spokesman, the numbers of spokesman is continuously increased, but the quality of spokesman still need to improve.

From China’s rapid development of the press spokesman system, it can be seen that this system is established in a way from top to down through the whole institution. “Most of the press spokesmen of all levels are the ones from the publicity department or the personnel of the system engaged in publicity work. ”[21]Although these officers are familiar with the current situation in our country, as well as some staff had a press spokesman for the training, but the publicity of press spokesman system is very different from its work, as a result the performance of press spokesman in various aspects such as information chosen, conference handling is unsatisfactory.

At the same time, most current press spokesman in China generally are lack of a sense of humor as well as the ability of scene control. The existence of these problems has led to a great drop off in the effectiveness of the press spokesman system on which the general public has enormous expectations.Recently, Premier Wen Jiabao's manner as a spokesman during press conference impressed the public most. [22]Wen had set a good example for all spokesmen. The Premier showed his sincerity, prudence and amicability while elaborating important policies and answering reporters' questions.

As a spokesman, the most important thing was to explain clearly what the policies and regulations are, adding occasional personal comment in press conferences was welcome but should never be too entertaining.

In the survey,” 65.4 percent of the public expected spokesman to give a quick response and 58.2 percent wished to see a sense of responsibility on the spokesman. ”[23]The spokesman's knowledge of policies ranked the third while eloquence, which was said by 53.5 percent of those polled as important, took the fourth when commenting on the qualities that a good spokesman should have.

                                         D.        From the practical aspect, some governments use spokesman system to monopoly information or to escape supervision.

From the reasons for the rapid development of the press spokesman system, we can see: First, as a normal form of a tool for crisis management; Second, as an implementation for fulfilling the <Regulations>, in practice, on one hand, the press spokesman system, even as a normal form of a crisis management tool, nor does it receive due attention.

In the comment on Chongqing taxi-driver-strike incident by the public, it can be seen that the successful use of press spokesman system to deal with the crisis was a “new thinking”, which the word “new” manifested the current situation of the press spokesman system. On the other hand, “due to a lack of awareness of the importance of governmental information publicity from some government officials and a lack of awareness of the right to know from the general public and the existence of feudal officials and the public relations,”[24] such reasons resulted that the government did not pay attention to information disclosure. While, as an implementation of the “regulations”- press spokesman system is mainly to stay on the surface.

 

              IV.    Foreign journalists see room for improvement for Chinese spokesmen

Foreign journalists working in China have seen many changes and advances in the country's spokesman system, but many say there is still plenty of room for improvement.

"Chinese spokesmen of different ministries are getting better, but still need to improve," said Philip Pan[25], a journalist with the Washington Post who has worked in China for three and a half years. Anthony Kuhn, a foreign journalist working for the Far Eastern Economic Review, shared a similar view.

Kuhn came to China five years ago and did not know who the spokesmen were back then. Now the Chinese foreign ministry gives all the contact information of the spokesmen to foreign journalists, including cell phone numbers." It is totally different from the '90s now," [26]said Kuhn.

Though more spokesmen are emerging, foreign journalists have the impression that Chinese spokesmen's latitude to answer questions is still restricted. Generally, if they don't know exactly what to answer, they will not answer. Sometimes they give an answer, but it is not to your question. It is just a standard answer.

Meanwhile, foreign ministry spokesmen are better in answering questions. They can answer some questions that probably are not prepared before, they seem to have a broad guideline that gives them some latitude of what they can say. There is an interesting thing in China. “The higher-ranking the officials that host the press conference, the more information will be revealed. ”[27]Foreign reporters all appreciated direct way of speaking.In fact, it is a question of empowerment. The spokesman should be empowered to some extent to answer questions. In China, spokesmen are usually not high-ranking officials in their own departments, that is why they are intimidated to answer some questions.

Besides the way of answering questions, foreign journalists also complained about the efficiency of Chinese press officers. "People want written questions," Cambreleng said. "They can't answer oral questions and they need time to answer it. That is not usually the function of spokesman." "Working in China is much slower than in any other country that I have worked for," said Pan. "Sometimes, they don't even return your call. Sometimes they can't help you." [28]The Information Office of the State Council organized two training courses on how to facilitate communication for spokesmen last year, one in September and one in November. The third course was held this week. Perhaps Chinese officials have not got used to facing the press, and therefore don't feel comfortable with the journalists, especially foreign journalists. But in the future, with more and more training and empowerment, Chinese spokesmen will surely become more confident.

 

                 V.    Some advice on promote the development of spokesman system

The disclosure of information is the basic require of public power operation of modern society, and it is also the basic requirements of modern social democracy and legal system. Information disclosure is mainly based on two aspects of theory, one is the theory of public right of free market, another is the theory of social contract theory.[29]

The theory of free markets argued that human society has entered into information era, citizens have the power to know the public information which related to their interests or survival environment. Only in the full understanding of information, the public can debate or comment, and in that way form the correct view of society in free market. “The government's social contract theory argues that the modern government is the agent of public. ”[30]They has the responsibility to provide timely ,objectively information to the public, tell them what happened, so as to provide reference for public decision-making; meanwhile information openness is also the guarantee for the public evaluate government righteous, thus maintaining the virtuous development of the social .

In the process of reforming, our government continuously advocating informatization. January 17, 2007, the committee passes “the People's Republic of China on the disclosure of government information”, and these regulations implement on May 1, 2008. This is the first time our country set the disclosure of government information in the form of laws and regulations, and request the administrative organ shall public information actively, through some convenient channel such as the government gazette, the government website, press conference and newspapers, radio, television, etc for public awareness of open mode. Although the spokesman system is establish as implement measures of the publicity of government information, but there exists mutually promote mechanism between spokesman system and government information publicity. [31]As an export channel of government information, if spokesman system can release information timely, accurately, it will gain approve of the media and public, promoting the development of spokesman system. And through the effect of media, the development of spokesman system can be enlarged, thus promoting the development of government information publicity.

From the discussion we had argued above, we can see that the news spokesman system plays a decisive role on the disclosure of government information. This system can not only effectively motivate newspapers, radio, television and the Internet, and because of it has the feature of easy comprehending and flexible, so it can be accept by the public easily. “But spokesman system, as the analysis we discussed in the former part, in the process of disclosing government information, we can see many problems. ”[32]In order to promote the ability of governmental information publicity, we should take advice as follows.

                                         A.        To improve press spokesman system, to promote governmental information disclosure.

“From this aspect, we should seize means from three aspects: law and regulations, procedures, the quality of spokesman. ”[33]Try to make progress on these three aspects, so as to improve the influence spokesman system played on government information publicity.

ⅰ.We should formulate laws and regulations related to spokesman system.

  After twenty-five years’ development, China's press spokesman has formed a set of system, but “there is lack of laws and regulations.”[34] Laws and regulations can not only provide security for press release activity, but also provide legal supervision to spokesman system, which will prompt the effect the spokesman system played on public information.

ⅱ. We should improve the working procedure of spokesman system.

In our country press spokesman release information is on the behalf of state or government, rather than individual activities, say it in another way, it is different from general news dissemination activities. “So we must establish audit procedures, according to these procedures, we could decide which information should release, which shouldn’t. ”[35]We must set up work mechanism, perfecting the content and forms of spokesman system, ensuring the effect of news release, make full use of government's functions of public affairs.

ⅲ.We should strengthen training on spokesman.

“The quality of spokesman is also an important effect factors on pushing governmental information publicity.”[36] Aiming at the various problems exist in the spokesman system, we should strengthen training on spokesman, improve their consciousness on work quality.

                                         B.        To enhance the awareness of the government of the importance of information disclosure, to make press spokesman system play a role.

The affect which spokesman system promoting the public of government information is not ideal, it is partly because of the government haven’t aware the importance the public of government information, “partly because the traditional administration idea.”[37] In the traditional ideas, the government informs the public after they deal with the affair. But due to the change of masses environment, this method can’t fulfill the demand of the public. As long as we improve the awareness of the importance of releasing information, we can make full use of the function of spokesman system.

                                         C.        To strengthen the press spokesman, media and public interaction mechanism.

Spokesman system is a bridge among government, media and public. Spokesman should keep good relationship with all levels of media. From the press conference held by the state council information office, we can see the demand of government information of media is more than the information released by government. “Therefore, the spokesman give the media accurate answer can not only set up the authority of spokesman, but also a valid way in prompt the publicity of government information.”[38] Spokesman should prepare for the question which the public is interested in, solving the problem the public concerned is the responsibility of the government spokesman, and it is a method which the government communicates with the public.

 

              VI.    Conclusion 

Press spokesman system satisfied the appeal of people’s “right to know”. In a society on which the information impact gets more remarkable, the meets of people’s “right to know” is the basis for them to fully participate in social life. Therefore, “it is inevitable for the government who possesses holds 80% public info to implement governmental info publicity.”[39] In the beginning, press spokesman system as a main form of information statement, has some negative factors such as unsound institution, arbitrary and uneven personnel qualities. However, as an efficient system to communicate with government, public and media, it sure can make a great impact on the society.

 

 

 

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[25]http://www.newsgd.com/news/China1/200609130023.htm.

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