政务微博与政府的传播管理——以广东省三个政务微博为例

A Study on Governmental Microblogging and Government Communication:Cases from Three Governmental Microblogging of Guangdong Province

以广东省三个政务机构微博为主要研究对象,通过内容分析发现,被认为强化了政府与网民互动的政务微博在内容发布上仍以宣传类为主,以微博发布为主导的沟通内容为数很少、对微博的回复率也很低;不过从另外一个方面看,政务微博的内容发布形式兼具主动和原创,对于网民仍具有一定的吸引力。研究者经过分析认为,以微博为典型代表的社交媒体改变了原有的官民沟通格局,政府传播需了解新媒体传播模式。为此,研究者建议未来的政务微博运营应当利用新媒体特性畅通民众言路,同时也需更长远地积极营造畅通有效的社会沟通机制。

In this study, a one-year content analysis and sample survey is conducted,primarily based on three governmental microblogs of Guangdong Province selected due to their influence and respective. Through the content analysis we found that, the majority of contents and forms of the governmental microblogging are based on propaganda, which is supposed to strengthen the interaction of officials and the public. In addition only a handful of the content is about government affairs communication, with few response to the public. From another aspect of the date, the microblogs＇ content released in a way actively and originally, which is still attractive. The study indicates that the social media, typically represented by microblog, alternate the existing channel of government communication with a brand new concept. For this reason, we suggest that the government should pay attention to the timeliness and convenience brought by the social media, take advantages of the positive effects of social development by smoothing the social communicating mechanism and create an impressive democratic consultation atmosphere.