Administrative Mode Innovation from the Perspective of Media Convergence:A Case Study of the Administrative Documents

This paper starts with the introduction of concepts of social media and its basic forms. Then it lists out social media’s different features and current situation of administrative documents. Then, to help readers to have better understanding of administrative documents, this paper introduces three functions of administrative documents. After taking a look at social media and administrative documents, the paper shifts its focus to Wechat and Facebook. First, it introduces Wechat’s development and status in the social media age, and then gives the understanding of administrative documents through Facebook and Wechat channels, and at last introduces three functions of administrative documents involving new principles of Separation Principle, Reprinting Principle and Moral Bottom Line Principle. Based on some researches about advertorial traditional writing principles, the paper lists following scholars’ views as comparison of the new principles. As in the age of new media, most active users of mobile devices and services are making good use of reprinting principle, for there are a lot of new articles created every day, and some of which may match the targets of your own administrative documents. The last principle emphasizes on moral issues, which calls for practitioners’ self-discipline to respect intellectual property and etiquette.