The Research Of Governments’ Micro-blog

As a new emerging media——the micro-blog, is developing into a major platform for information release and exchange, which played an important role in the formation of public issue. Meanwhile, more and more governments start using micro-blog, which has become an important network channel for government affairs openness and public opinion expressing.However, there are many problems in the process of development. While the majority of governments have been aware of its importance, but do not make full use of it, micro-blog’s advantage aren’t play out, information cannot meet the need of audience.Based on comprehensive induction and characteristics of government’s micro-blog, the article focuses on demonstrating the theoretical feasibility of government’s micro-blog first, and then the article discusses the present situation of governments’ micro-blog by content analysis and questionnaire survey.This paper includes four parts. The first part analyses the phenomena of micro-blog first, and provides the meanings and characters, then compares the differences of government’s micro-blog with the portal website and the officials’ micro-blog. In the second part, the meaning of government’s micro-blog and its current situation will be discussed. The third part is empirical research. Based on Wuhan government micro-blog of Sina, the article analyzes the space utilization and content by content analysis. Meanwhile, with the questionnaire survey, the paper explores the audience reading habits and the media contact from the angle of audience, so as to find the factors of communication effect and the existing problems of government micro-blog. The fourth part proposes the effective countermeasures.