The Research On Government Micro-blog Propagation Effects Of The Local Government

Microblog, as a new media platform with the fusion of mass communication and interpersonal communication, has communication characteristics of real-time, fragmentation and fission, and network communication features of equality, openness, and interaction, which has made microblog an increasingly important source and field of public opinion. The rapid development of microblog has also attracted governments’and officials’attention, and government microblog has become a new platform for government agencies and officials to provide the public an open government with microblog engagement in the government affairs and public opinion guidance. In practice, microblog of local government does have certain positive effects on government affairs, while there are still some problems to be solved.The research methods in this thesis include literature analysis, empirical study and case study. Based on the definition and clarification of the related concept, the thesis describes current development of the local government microblog, analyses its positive effects and existing problems and provides proposals for its refinement. The first chapter begins with keywords interpretation, research object definition and theoretical basis discussion, followed with introduction of the research background, significance, and related literature and research methods. The second chapter discusses in detail the origin, development and overall pattern of the Chinese government microblog, investigates communication effects of local government microblog through questionnaires with an analysis of its development status and operating mechanism. The third chapter, by introducing specific cases, expounds local government microblog’s positive impacts on administrative activities, and discusses its existing problems and the reasons restricting the microblog’s positive effects. The last chapter, based on previous chapters, proposes initiatives for improving the positive effects of local government microblog, including improving local government microblogger’s media professionalism, normalizing local government microblog’s maintenance, promoting internationalization of the local government microblog construction for the purpose of avoiding negative effects, reducing zero effects, being caution to potential effects and maximizing positive effects of local government’s communication activities.