Analysis Of Government Microblogging Under The Perspective Of Political Communication

Political communication refers to the main body of grasping political resources,with the help of a platform and the media, communication and transfer politicalmessage, in order to achieve the purpose of political coordination; it is the bridge andthe link between the government and the people, known as the governmentmanagement of the central nervous system. In the era of democracy, citizens collect forpolitical information, supervise the government operation, the government understandthe public opinion, service people better, which is all depending on politicalcommunication process. New channels of political communication rise up in theInternet age; Micro-blog (weibo) is one example. And Micro-blog with its immediacy,universality, convenience and interaction embodies the advantages of the Internet,becomes an important channel to communicate with government and response timelypublic interests. At the same time, a large number of government agencies and officialsenter in micro blogging, government micro blogging gradually scale, and build up apublic-private dialogue and healthy communication platform.Government microblogging launched by government agencies and officials, isused to deliver voice by the party and the government, listen to public opinion,response to the concerns of public and promote the interaction between the officers ofthe people. Since2011, short of government microblogging seems to have become animportant platform public to service people, to promote communication and innovationof social management, and to guide public opinion in the network in four years. After all, as a new thing, government microblogging is insufficient on the number, role, andinteractivity. This article is intended to the perspective of political communicationtheory as the analysis to the current situation of the development of China’se-government microblogging and characteristics, on the basis of an overview of itsrealistic significance on China’s political, and further discuss the existing problems andthe insufficiency, thus to put forward the suggestions for the future development ofe-government micro blogging. The article is divided into five parts. The first part is theintroduction, introducing the selected topic background and research significance ofthis article, as well as Chinese and foreign research review of governmentmicroblogging and political communication. The second part is the theoretical basis,defining the relevant concepts of political communication and governmentmicrobloging, emphatically introduces the classification and rising of governmentmicrobloging, then China’s current e-government development in weibo. The third partexplores the characteristic and effect of government microbloging, in the perspectiveof political communication to analyze its in the communication media, information andcommunication channel characteristics, and expounds the reality of governmentmicroblogging political significance. The fourth part focuses on the problems and theinsufficiency of the current government microblogging in the process of developing,including opening quantity and structure is unreasonable, there are some "zombie"weibo, government microblogging role positioning inaccurate and officer of the peoplelack of interactivity. Finally, on the basis of above analysis, the article discusses thefuture development strategy of government microblogging, mainly from the followingaspects: to realize the standardization of the government weibo operation, to improvethe media literacy of the government officials.