Research On Communication Concept And Interactive Strategy Of Government Micro-blog

The first government micro-blog in China was born in China, in2009.2011is government micro-blog year in our country,many media events fermentation in micro-blog this year, government began to use the micro-blog to deal with public opinion, government micro-blog increase greatly;2012the growth rate of government micro-blog eached231%,forming a comprehensive application from the central ministries to grass-roots County township. In2013, the micro-blog has experienced four years of development, showing a rising trend in micro-blog coverage, quality, application level, comprehensive influence, etc.Concept of current leaders and officials of government micro-blog is also insufficient awareness. In addition, the actual operation skill in the micro-blog, did not form a system of understanding, is trivial, scattered. Aiming at these problems, this paper uses the methods of literature study, find a large number of domestic, foreign literature, summarizing the results, understand the meaning, to explain the latest government micro-blog from academic level, and on the basis of existing research, breakthrough innovation angle, academic angle; the use of participant observation method, grasp the current government micro-blog stage of development from the view of practical application, analysis of existing problems and shortcomings; the use of case analysis, further analysis and interpretation.In the macroscopic concept, this article discusses the significance of the micro-blog from the perspective of political science, sociology. Micro-blog has become important in information age, to learn to use micro-blog, is a inevitable problem to achieve modernization of the government; the current public channels has not only the traditional media newspapers, magazines, radio and television, network media, but also the micro-blog. It formed opinion distribution coverage, spread rapidly, the influence is large, the transformation of public opinion environment is complex, changeable.learnning to sound in micro-blog, is the inherent requirement of the government to improve the capacity of media literacy and the news administration; government micro-blog play a positive role in information disclosure, e-government, public participation, democratic decision-making, is conducive to promoting the transformation of our country’s administrative functions, the construction of the "sunshine government, service government".Interaction is a fundamental way of dissemination of information in micro-blog, government should also follow this rule. According to the propagation properties of micro-blog from media, proposes should learn from the media concept and methods of operation of government micro-blog; propagation properties in micro-blog social, make full use of interpersonal communication skills, interpersonal relationship "circle" rules, improving government micro-blog language communication, the development of e-government micro-blog "circle", strengthen government micro-blog users viscous. Current government micro-blog has not only pay attention to the interaction, in addition to the audience, the government should also focus on micro-blog interactive with the government, mass media, micro-blog operators, to form a scale effect, enhance the agenda setting function, to obtain a variety of resources support. Finally, this paper puts forward the future development suggestions:enhance the economic, culture, social function of government micro-blog.