Research On The Government Micro-blog’s Responsiveness Mechanism

Up to now, the number of people who own a micro blog has reached2.75billion. Mostof them are youngsters, intellectuals and media. Micro blog has showed powerful functionin information collecting and distributing, which makes it the most influential new media,so the government cannot ignore it but take part in it actively. By the end of March in2015, the number of government micro blogs in Sina has topped14million, showing atrend of stable increasing.With the experience of more than three years, the use of government micro blog hasturned from information releasing to political service dealing, the two functions will blenddeeply and become government micro blog’s develop goal. Thus, it’s significant to servethe micro blog to the best advantage during the process of government responses andmake it common and permanent.Firstly, the paper expounds the content of government micro blog, governmentresponse and its mechanism. Then on the basis of government responsible theory, publicgovernance theory and mass media theory, we discuss the positive impact of governmentmicro blog on government responses. Secondly, the author takes the typical public microblog, Ping An Zhaoqing, as an example, and summaries the development of governmentmicro blog and the responsiveness mechanism of Ping An Zhaoqing, discovering that thetrendy of government micro blog is turning to strengthen interactive between thegovernment and the netizen and improve the government’s ability of serving its people.Thirdly, the author points out that there are some problems exist in information inputting,informing outputting and information feedback links, such as the inputs aren’tcomprehensive, the ability of reaction isn’t good enough, the absence of informationreview. At last, the paper illustrates the origin of these problems and comes to a conclusionthat a stable government micro blog responsiveness mechanism needs the joint efforts of the government, society and its citizens. They should improve the network environment,ensure the government micro blog’s information-gathering access, heighten the effect ofinformation output and systematize the government micro blog’s working.As an virtual platform for people to express views on public events, the governmentmicro blog creates an new communication model. There’s no doubt that the governmentmicro blog can make the response of government effectively, still, many problems comingfrom system have to be solved. Only carried out steadily in practice and study, can thegovernment micro blog really become an effective tool for people to participate in publicevents and for the government to respond questions.