基于政治广告视角的政务微博传播研究

A Study of the Dissemination of Government Affaris Microblogs from the Perspective of Political Advertising

文章从政务微博的广告传播特色、广告传播机制与诉求方式以及广告传播效果等方面阐释了政务微博传播与政治广告高度契合,受到政治广告传播规律以及广告叙事与诉求方式的影响与制约。文章提出政务微博传播的AIDSMA模式以及政务微博传播的诉求手段与表现形式,旨在提供一条有助于实现政务微博精准传播、科学传播的有效路径,并对政务微博的传播效果进行科学评估。

This paper expounds the consistency between the government affairs microblogs and political advertisements from the perspectives of communication features,mechanisms and effects. As a new form of communication,government affairs microblog is subject to the rules and appeals of political advertising. The paper puts forward an AIDSMA model of government affairs microblogs communication,and reveals the mechanisms and rules of dissemination. The aim should be to provide a path to achieve accurate and effective communication,and to scientifically assess the effects of dissemination of government affairs microblogs.