影响政务微博传播效果因素的实证探究

An Empirical Study on the Factors Impacting the Communication Effect of Government Micro-blogs

近年来，政务微博在公共信息体系中扮演着越来越重要的角色，本研究在相关文献基础上，以吉林省人民政府新闻办公室官方微博“@吉林发布”为研究对象，采用图云分析、相关性分析及回归模型分析等方法，分析影响“@吉林发布”传播效果的因素，发现“@吉林发布”虽在塑造吉林省政府形象、引导舆论等方面效果显著，但仍存在深度报道不够、访谈直播类微博发布方式不妥、与群众沟通互动较少等问题，本文建议应采取转变信息发布方式、实现差异化报道等措施解决上述问题。

In recent years, the government micro-blog played an increasingly important role in the public information system. Based on relevant literature, this article studies the case of the official Micro-blog ＂@Jilin Releases＂ of the Information Office of the People＇s Government of Jilin Province. It analyzes the impact of the micro-blog with the methods of graph cloud analysis, correlation analysis and regression model. It concludes that ＂@Jilin Releases＂ has a significant effect in shaping the image of the Jilin provincial government and guiding public opinion. Meanwhile, problems were found, including insufficient in-depth reports, inappropriate live broadcast, little interaction with the public. Measures such as changing information dissemination methods and achieving differentiated reports should be adopted to solve those problems.