Government Approaches To The Development Of Civil Consciousness In Microblog In The New Public Service Field

People always hold the truth to be self-evidence that citizen, the society’s basic element, isthe main body of the state. The civic consciousness developed gradually with the appearance ofcitizens, is a kind of mental consciousness, which can dominate people’s behavior in real life andplay a crucial role in a country’s democratic political process. It has a relatively weak foundationin China, but the development is thriving since the introduction of the reform and opening-uppolicy. With the increased consciousness of rights and obligations, people are much eager toparticipate in public affairs. While affecting by the traditional culture, the growth of civilconsciousness in China seems still a bit backward, and lots of aspects should be consummatedunceasingly.Meanwhile, the past several years have witnessed the flourishing emergence of microblog,which attracted people in expanding numbers in all walks of life. Base on a serious of brilliantfeatures, such as anonymity, interactivity and instantaneity, the so-called “Nationwidemicroblog”, born a commoner, is constructing a public platform that never seen before in anytraditional media. People tend to discuss social and public affairs on this platform, especiallysome political issues, which serve as a catalyst for the development of civic consciousness in animperceptible way.Undoubtedly, the development of the civil consciousness have already made requests togovernment management, and the optimization and restructuring is imperative. Taking the eventof Dead Pig in Huangpu River as an example, this paper employs content analysis to explore theweibo’s function in constructing civil consciousness. By analyzing information dissemination inmicroblog from mass communication’s approach, this paper elaborates on civic consciousnesstraining in cyberspace and try to explain its cardinal principle. The paper, taking the new publicservice theory as the main theoretical support, also provides some ideas and countermeasuresabout the transition of government management under the pervasive development of citizenconsciousness in internet.