Study On The Management Of Government Micro-blog From The Perspective Of Communication Subjective Strategy

Government micro-blog is a new form of communication between government andthe public. It has been popularized in Chinese governments in recent years. Governmentmicro-blog provides a more friendly, convenient and interactive way of communicationfor both the governments and the public. With its influence greatly spreading, Chinesegovernments’ attention towards it is becoming more and more intense.Although government micro-blog account is opened by government, it should be freeof old ways of political thinking and administration and be managed in an easier andfriendlier way, as its audience is the public. Unfortunately, there are some collateral issuesbrought out by the misuse of government micro-blog, which enormously obstruct thesustainable communication between government and the public.Based on communication subjective theory, this paper tries to provide strategicadvices to those governments which have government micro-blogs. First, it introduces thesocial background of the development of government micro-blogs. The current researchabout government micro-blog in both China and abroad is also analyzed in this part. Next,the concepts of government micro-blog and communication, the theory of communicationbetween government and the public and the theory of communication subjective strategyhas provided theoretical bases for later discussion of strategic construction of Chinesegovernment micro-blogs. Then, by discussing communicative characteristics andfunctions of Chinese government micro-blogs, the necessity of perfecting governmentmicro-blog management system is identified. Through introduction of developmentphases, and current situations of Chinese government micro-blogs, problems have beenraised, which include the less creditable fame and the vague identification of the Chinesegovernment micro-blogs and the less active participation of the public. After detailedanalysis of the causes of above problems, in the last part of the paper, constructiveadvices that are based on communication subjective strategies have been provided, whichsuggest that the government could build a more successful micro-blog by enhancing its credit, identifying its position, defining its communication goals, perfectingcommunication channels and building assessment system and supervising system.As the subjective role in the communication between government and the public,government which opens micro-blogs should take the public’s interest in account.Meanwhile, government micro-blog will become an efficient tool of enhancing thecommunication between government and the public if the government endeavors toenhance its credit, perfect the communication channel and build assessment systems.