The Analysis Of Chinese Government Micro-blog By The Theory Of Political Communication

As the Technological development in today’s society, promoting the communication between government and citizens is increasingly dependent on the Internet. China entered the era of micro-Bo in 2007, "microblogging politics" came after another, microblogging become an important platform for the government to understand the people, brought their wisdom together. The " government microblogging" which is the creation of government departments, because of its characteristics of the dissemination of diversity issues, PFP mode of transmission, based on the advantages of Grass roots, real-time, interactive, quickly became an important channel for them to release information, listen to public opinion and improve the work became the government agency channel to improve the work, and bringing a whole new change in the way of political communication. The appearance of the "government Mircoblogging", prompting the importance for the government officials to absorb the public extensively and to making the democratic and science decisions, creating a new model of public-private interaction, providing effective security for building a clean and efficient government, impelling the government’s management innovation strongly.However, as a new medium for government participation in politics, the issues about government microblogging such as:related management system is not perfect, leaders recognize the existence is vague, the operating personnel’s technology of concept is unfit, were highlighted.Political communication is a process. In this process, the political entity holds political resources such as government achieve the political coordination by using the effective channels such as certain political media to transport, access, and dealing with political information. A complete political communication process is including the four elements, such as:communicators and recipient of the political information, the channel of political communication, political communication. On the type of political communication can be divided into non-institutional political communication and institutional political communication. It is also known as the theory of political communication. In this theory, the political system can adapt and control the environment effectively by communicates to the information to achieve the right decisions.Throughout Microblogging use in the government in the process, Western governments on microblogging either use or management strategies in terms of the attitudes are in the forefront. Because the government Mircoblogging is relatively new e-government platform, the corresponding monograph study is relatively small currently. We can analyze abroad through small number of scattered information and the national policy documents. With the rise and development of government micro-Bo, a series of new challenges, new problems are emerging. The study specifically for government microblogging is also relatively small. As of June 24,2013, the author of "Chief microblogging as a search term in CNKI Chinese full-text database of relevant papers retrieved 799 are from various academic journals. Fudan public opinion by the control room which released "2011 China chief microblogging research report," is on the first of our system of government micro-Bo for research. It analyzes the basic overall status of Chinese government and the main characteristics of the micro-blog, discusses its potential problems, to summarize the measures to promote government microblogging, and to provide a strong theoretical reference for the development of government microblogging. Well-known financial writer Jin Cuodao proposed the concept of "micro-revolution" and "micro-innovation" in his book "micro-revolution:the tiny world of innovation subversion" from the perspective of economics, and pointed out that Sina microblogging sparked a new wave of communication by 140 words from celebrity microblogging. Most researchers focus on the analysis of the development status of government microblogging, predict and discuss the development prospect of government microblogging, consider that the government microblogging provide an interactive platform for officials and becoming a new political communication.Government microblogging is a new product of the era of network governance, otherwise it has accessibility in their play, live, efficiency and compatibility, etc., while as a political media, government microblogging exist some shortcoming:Government microblogging is the mouthpiece and facade of a government, it need to be taken seriously, and establish a complete set of operating mechanism to operate. At present, many government departments open microblogging deficiently, and also carried out by the team responsible for taking care of information, there is no clear understanding of the role of the media microblogging publicity, do not have a complete and reliable operation of the system. Because there is no publicity departments and even the involvement of senior leadership and authority in microblogging operation, the response to the problems on the network seem vague, superficial, and it become a government department an invited heavy criticism of "weakness."Citizen participation in government decision-making through the microblogging and allowing ordinary users to directly upload the voice are the biggest difference between government microblogging and government site, but in current micro blog’s political functions are overlapping, it mainly provide the information dissemination, advocacy, and service and other government, division of labor is not very clear. By browsing the several large government microblogging which have number of fans registered in Sina microblogging, you can found their contents are similar, which are mainly concentrated in government advocacy, information dissemination, life service categories, and almost no interaction with users.The running government microblogging in current, there are documents with one of the official languages of the class microblogging formed, there is a mixture of micro-Bo with an official language and the language network mixed, and a non-governmental micro-Bo weaved with the network of non-governmental language in full accordance. Although ridicule with the network language can make relations closer, show the role of the People First. When the language style becomes disorganized, it often gives people an impression of not near, style disorders, difficult to understand.At present, the domestic government microblogging is still stuck in the level of pushing government information initiatively, ignoring the function of two-way communication with the users. The degrees of attention about the evaluation of micro-Bo, the use of feedback are not enough. This is because the institutional issues, specifically those who have no power and the ability to answer the questions from feedback and communication from users. On the other hand, China’s political system has not been established in this clock real-time feedback mechanism, so many government microblogging evaluation feedback functions are useless.This article will use the political theory of communication, by analyzing the rise, development, advantages, functions and problems of China’s government microblogging, do exploratory research about, how the government microblogging play a role in how political communication, its direction of its development and the operation of government micro-Bo. Based on the point that "government microblogging" plays an important role in political communication, to discuss the instructive for the microblogging to network political communication mechanism.