Shaping And Dissemination Of The Administrative Microblogging To Government Image

The appearance of the administrative microblogging is inseparable from the joint efforts of the social, institutional and technical factors, and it has the commonality of all the microblogging as social network medias, meanwhile it is deeply different from general microblogging because of its special main. As a part of the administrative resource of the Party and the government, the effect of the administrative microblogging on the governmental image is increasingly concerned. Analyzing the propagation characteristic and development status of the administrative microblogging as well as combining it with governmental image propagation is the response to the concern of the reality.The purpose of the governmental image propagation is the good public awareness. The audience effected by governmental behaviors themselves and public media’s explanation of governmental behaviors form the cognition and evaluation to the government, however, limited by public view of government’s subjectivity and one-sidedness, the cognition isn’t really a true reflection of the governmental objective reality. Thus the actual and virtual image of the government come into being. Taking the advantages of being instant, personal, personalized and interactive, on one hand the administrative microblogging improves the open administrative system and broaden the channels and space of political communication between the government and the public, as a new administrative resource; on the other hand, it, on behalf of the government, monitor the public opinion and express speeches, strengthening governmental ability of expressing and responding. To this extent, it is not only the construction of the hard core of governmental image but also the packaging of governmental image, affecting the public awareness in two aspect of saying and doing while eliminating the governmental virtual image and improving the governmental real image.This article, combining with specific cases, analyzes the administrative microblogging’s advantages, methods and effects on spreading governmental image, elaborating the mechanism and process of the administrative microblogging’s shaping and spreading the governmental image. However, problems and challenges always turn up with opportunities. It is found that in the practice of the administrative microblogging there are some problems such as the serious polarization and limited guiding ability of public opinion. Meanwhile, it has to face some risks brought by network security, anthropomorphic, the second communication and the zero experience. These problems and risks, to some extent, limit the administrative microblogging’s shaping and dissemination of the governmental image. To break these barriers, the government department are required to summarize and learn from some outstanding operating experience of the administrative microblogging, establishing the operating principal of the administrative microblogging of a pragmatic content and innovation form while exploring the development strategy from improving microblogging operating mechanism and promoting the skills of coping with the public opinion.