政府微博传播的传播特征与策略——基于2011“两会”新浪微博的实证研究

Characteristics and Strategies of Governmental Microblog Communication——An Empirical Study of Governmental Microblogs during the 2011 Two Sessions

根据2010年微博年度报告,微博对当下网络舆论格局产生了巨大影响,成为网民爆料首选方式。为适应新媒体发展趋势,各地政府纷纷开通政务微博,与网民沟通引导网络舆论。本文采用内容分析的方法对新浪微博2011年"两会"期间的政府微博进行研究,尝试通过"两会"微博管窥中国政务微博的主要传播特征、发展现状,并在此基础上对中国政务微博的未来发展提出策略建议。

Currently microblogs have become the most influential new media form. Chinese governments at all levels have adopted the microblog platform to communicate with netizens. The paper explores the communication characteristics of governmental mieroblogs with the methodology of content analysis during the 2011 Two Sessions i. e. the National People＇ s Congress and Chinese People＇s Political Consultative Conference. Furthermore, the paper has also put forward strategies for the further development of Chinese governmental microhlogs.