The Research On The Senders Of Government Microblog In Gansu Province

From 2009, the Government Microblog has developed five years since the birth of the first one in China. In academic fields, there are abundant researches about Government Microblog, but few studies on the senders of Government Microblog. But the senders play the vital role in the successful development of Government Microblog.This paper takes the Government Microblog in Gansu province as the case and uses the depth interview and observation method to conduct the study on the senders of Government Microblog. According to the study, the success of the Government Microblog largely lies in the behaviors of the senders. The senders of the Government Microblog in Gansu province exist some problems, such as the insufficient personnel allocation, the deficiency of the abilities, the evasive attitude and lack of institution. In this case, all of these factors hinder the advancement of Government Microblog, which affect the Government Microblog to play the positive roles in dealing with the public opinion on the network, making public the governmental information, shaping the image of government and improving governing capability. Thus, it should enhance the senders’abilities to promote the development of Government Microblog.Improving the ability of senders should first define the property of senders. The senders of the Government Microblog is not only the person of spreading governmental information but also the person that make the statement on behalf of the government. Therefore, it should improve the senders’ capacities in political quality, communication quality, news literacy and language skills. However, it is not enough to improve the quality of the senders, it should also strengthen the institution, including power distribution system, accountability monitoring system, appraisal system and emergency mechanism. Only in this way, the Government Microblog can success.