Research On Influence Factor Of The Effect Of Diffusion For Official Microblog Of Local Government In China

"Network in politics" has become a buzzword nowadays. The microblog is animportant platform of information exchange, and providing services to the public by thelocal government, is also the key channel to listen to public opinion and interaction withthe people. In our country, by virtue of its most spread vitality and depth of populisttopic, Sina microblog as one of social networking platforms, has been widespreadconcern of the public at large, and therefore favored by a large number of governmentmicroblogs. Among them, because of its huge number, local government microblogstake an important part in the group of government microblogs. The emergence anddevelopment of the microblog, has changed the role of the local government,government officials can take full advantage of the platform to interact with the peoplethrough the creation of local government microblog. For local government departments,they can grasp the communication characteristics of microblog and the take full use ofmicroblog properly, which is not only conducive to timely disclosure of information, toeffectively guide public opinion by the government, to strengthen social supervision,but also more favorable ways to acquire information about society and public opinionby the government, to strengthen the relationship between the democratic and scientificdecision-making, to improve the relationship with the masses, to carry out effectivesocial mobilization, to be engaged in social management and public services better andbetter.First of all, in this thesis,the author carries through audience survey about resultsof information dissemination of the local government microblogs; secondly, the authoruses grounded theory to explore the various factors that affect results of disseminationfor the local government microblogs and draws a conclusion: the influence factorsinclude role factors,comprehensive quality factors,external environment factors,microblogging own factors,information factors and audience factors; finally, the authoranalyzes the above influencing factors and puts forward the coping strategies for thelocal government microblogs.Government microblog is just a new way of government communication, it can not replace traditional media or website of local government, but "the power of microblog isnot meager". In the future of the building of the local government microblog, how toclarify the role and position of communicators,to improve their overall quality andlanguage skills; how to integrate traditional and new media, to strengthen links withopinion leaders in interpersonal interaction; and how to rich content and form ofexpression, while effectively respond to rumors and incidents; on the basis ofsafeguarding audiences’ rights and meeting their needs, how to maintain the public’strust relationship, the author proposes rational recommendations in this paper.