The Research On The Relationship Between Government Micro-blog And Government Credibility

“The emergence of a newborn media is certain to make some impact andchange on the society.” This prophecy which is proposed by thecommunication expert Marshall McLuhan is confirmed once again with theappearance of micro-blog. Micro-blog is developing so fast that itattracts the worldwide attention.By the year of2011, the government micro-blog has just been in theascendant. As one of the public instruments, it is a perfect combinationof e-government and service-oriented government which is drawing more andmore attention from government agencies and public officials. It haschanged the traditional linear model of communication media (one to N)and evolved into a new way of fission propagation (one to Nn). With thefusion of the micro-blog and government agencies, it plays a positive roleon disclosing the government information, listening to public opinion,providing social services, expanding the interactive participation,guiding the public opinion and maintaining the role of government image.With the application of government micro-blog, building public trustin the government is the first to bear the most concern. Since thegovernment credibility is the foundation of the survival and developmentof the government agencies. How to use the government micro-blog to attain more public trust, in order to enhance the credibility of the governmentis the focus of this paper to which I devoted all my energy.The introduction mainly states the background, significance, methodsand ideas of the research. On the basis of that, all the previous academicworks about the credibility of the government and the governmentmicro-blog are combined, classified, summarized, and promoted. Basing onthe research results, the concept of the credibility of the governmentand the government micro-blog definition are proposed all by my own,paving the way for the following writing. In the main theory, the innerlinks of government micro-blog and the credibility of the government areelaborated. Mainly from two aspects, one is the role played by governmentmicro-blog on the credibility of the government, and the other is theperformance made by credibility of the government on governmentmicro-blog. Each aspect is deepened into four kinds of typical ties.Inthe main case,, government micro-blog "Shanghai release" is in theobjective and rational analysis, starting from the current situation,clarifying the reasons for it as a case, selecting a certain period oftime as samples, analyzing the basic data and typical cases, attemptingto have some conclusions from five aspects such as the contents, theactivities, the expressions, the responses and the processing，and at lastpointing out its deficiencies needed to improve.At the mean time, theuseful experiences of other municipalities and other municipal governmentmicro-blog are assisted by reference. At the mean time, the lessons fromtheir failure are learned. A case which turned the negative effect intoa positive effect is also learned. Take the essence and discard the dregs.We try to play an active role of the government micro-blog in theconstruction of government image, and guide them to better service thecredibility of the government.At last, the future countermeasures of itsdevelopment on the interaction of the government micro-blog and government credibility are put forward mainly from four aspects，such asthe concepts, the operation and maintenance, the language style, thelong-term mechanism, in order to provide reference ideas for futureresearchers.