论政府官员微博的性质与功能

Study on Nature and Function of Government Officials’ Microblogs

官员微博虽有"自媒体"的特性,但其传播本质上还是大众传播,要恪守大众传播的传播规范和传播伦理。官员微博对政务有间接影响,但没有政府正式认可或授权,其传播行为并不是行政行为,它不是政务微博,应当更多地从"虚"的或者"软"的角度来看它对政务的作用。因为官员身份和拥有政府资源,官员微博吸引了大批公众,从内容、风格、功能上,体现了公共性,不宜将它视为官员修身自娱的工具,应将其打造为"公共话语空间",在公共生活中发挥积极作用。

Government officials＇ microblogs, which reflect many features of＂User-operated Media＂, are mass communication in its communicating nature. So, it should follow norms and ethics of mass communication. Although government officials＇ microblogs have an indirect effect on governments＇ administrations, it could not be regarded as microblogs of governments＇ administrations because it had not received government authorization or approval, and its communication did not contain any administration feature. So, the blogs＇ effect on administrations should be well understood from ＂virtual＂ or ＂soft＂ angle. For the officials＇ positions and background of enjoying governments＇ resources, the blogs have aroused close attention from public. And because of publicity reflected on the blogs＇ content, style and function, the blogs could not be simply regarded as tool of self-entertainment. It should be treated as a ＂field of public communicating＂ and be designed to play an active role in public affairs.