政务微博的互动性边界及操作策略研究——以@上海发布为例

Interactive Boundary and Operation Strategies of the Government Micro-blog

互动性是社会化媒体被赋予的最重要的特征之一,互动性差也是很多政务微博广遭诟病的主因。政务微博互动性应该如何界定,能够被信息传播主、客体同时接受的操作边界在哪里,政务微博的发展现状及其互动性瓶颈,原因为何,如何化解?对这些问题的回答,是文章研究的逻辑起点。文章主要内容分如下几个部分:一是互动性的概念及其表征。二是目前政务微博的发展现状,互动性程度分析。以@上海发布为例,从其纵向内容、形式的变化,总结政务微博互动性的发展现状与瓶颈。三是政务微博运营主客体对互动性的理解,主体的互动意识、操作困境与受众的互动性需求的差异表现。四是政务微博运营在互动性视角上的操作策略。

Interactive is one of the most important features of social media which is endowed with, and a lot of government micro-blog was widely criticized, largely due to poor interaction. The government micro-blog interaction should be how to define? Where is the interactive boundary that should be accepted both the subject and object?Which is the interactive bottleneck of the government micro-blog in the current situation? Why? How to resolve? The answers to these questions that are the logical starting point of the research. The main content is divided into several parts as follows: first, the concept of interactivity and its form. Second,the analysis of the development of the government micro-blog situation and its interactive degree. Taking @ Shanghai released as an example, from the change of the longitudinal content and form, it summarizes the current situation and the bottleneck of the development of e-government micro-blog interactive. Third,the differences between the government micro-blog operation of subject and object of interaction. Fourth, The government micro-blog operation and communication strategies——the operation strategies from the interactive perspective.