On The ’weiplomacy’ Dissemination Characteristics And Development Tactics

As the new media technology is constantly developing, the mode of dissemination undergoes changes accordingly. Under the influence of the new medium, the traditional medium has lost its monopolized position and transferred the comments field to the new one. The emergence of microblog helps people to understand the event development, making everyone become a self-medium. In the public domain of microblogs, the whole netizens are able to share their ideas and release their views anytime and anywhere. This brings not only a challenge, but also an opportunity for our government. As microblogs plays more and more important roles in people’s lives, some government agencies and officials begin to open microblogs, while this just happened in2011, Chinese government created its own microblog."Weiplomacy"came into being in April,2011and sponsored by the Ministry of Foreign Affairs. It is the first official microblog opened by the ministry commission. After its opening,"Weiplomacy" is unexpectedly sought after by numerous fans, but why it has attracted so much attention from the public? This raises the concern of the author.The full text is divided into five parts. The first part is an introduction, which refers to the researches on the significance and background of the topic selection, the analyses to the opening background of "Weiplomacy" and the introduction to the theory used in this article. Basing on5W theory, the author conducts analyses and researches on the dissemination factors such as disseminators, dissemination contents, dissemination skills, dissemination effects and audience features, and so on. In the light of the public domain theory, the author analyzes its outstanding features of the diplomatic participation and high interactivity.The second part mainly introduces the dissemination characteristics of the microblogs. As the platform of new media, microblogcan not make a rapid development without its dissemination features. The author carried out the explanation mainly from the characteristics of the fissile dissemination mode, multi-level dissemination model, dissemination promptness, interactivity, etc.The third part refers to the analyses of "Weiplomacy" dissemination characteristics. It is one of the key points in this paper. Using5W theory, it carries out studies from5aspects of disseminators, dissemination contents, dissemination skills, dissemination effects and audience features, and finally finds out the dissemination characteristics reflected in the process of operation. Further more, here we also make comparison with "PingAn Beijing".The fourth part refers to the development tactics of "Weiplomacy". It is also a key point in this article. Through the analyses and researches on "Weiplomacy", we find out the problems during its development and propose the tactics and advices mainly in terms of improving popularities with the scientific management, developing the functional business with positive attitudes, highlighting the public service abilities of the foreign affairs microblogs, enhancing the abilities of dealing with emergencies through effective reports, focusing on the public guidance, optimizing the environment of the microblogs’information, accelerating the transference from the information platform to view platform, promoting the internationalization of the foreign affairs miroblogs, etc.The fifth part is a conclusion of the whole paper. Through the research on the dissemination characteristics and its development tactics, we conclude that the diplomacy dissemination can not rest on its laurels, instead, it shall closely follow the development of techniques and comprehensively study its own way of dissemination and expand its dissemination advantages.