Analysis Of The Path Innovation Of Guidance Public Opinion Through Government Micro-blog

2011 is the first year of micro-blog era in China,and the blog circusee is changing our life style gradually. Now everyone has free speech platform when micro-blog get birth. The grass rooted culture and prompt feedbacks show the popular wills directly,which to become on news in the end. Meanwhile,the divergent interact messages of micro-blog make the public opinion guidance to be various,which improve the liberty of speech atmosghere.Micro-blog means a new media era coming,it satisfied the needs of society,which let the traditional one-way broadcast style to be inadequate,and make the body of information from mass media and the institution of control to the public. Meanwhile, the exchange of new media brings ample prompt communicate and cyber interaction. The old way explicit transmitters and receivers to be foggy,everyone can be the promulgators. All the new circumstances give the challenge to the government about the public opinion and guidance of micro-blog. Anyway,besides the strong pertinence of information,the more importance is to improve the government image,such as the respects about ruling for the people,strong credibility,unite the people and advocating the harmonious.Benefits are various,public opinions can be transmitted promptly,in the background of huge netizen,how to fit for the new media such as micro-blog? We should catch the characteristic of micro-blog,and use them change to government’s ruling methods,to improve the government efficacy.Micro-blog as a fusion of mass communication and interpersonal communication characteristics of new media,features real-time,fragmentation and fission-type transmission,as well as the network itself has spread equality,openness,interactivity and other features to make the micro-blog China has become an increasingly important source of public opinion and the media field. Booming micro-blog also attracted the attention of governments and officials,government micro-blog become officials of government agencies and government affairs,micro-blog politics,public opinion guidance of the new platform. In practice,local government micro-blog government activities both on the government played a positive impact,but there are some problems to be solved.Therefore,this article from the perspective of the government’s own government to explore micro-blog "micro era" of public opinion to guide path. The main contents are: the introduction,the research background of this study,the purpose and significance of the research,ideas and methods were introduced; On this basis,both from home and abroad on government micro-blog research status and related outcomes summarized and reviewed. The first chapter,first of all content and development of micro-Bo has been studied, mainly on the basis of content,development and operational characteristics of government micro- Bo has been defined. The second chapter analyzes the four main functions of government microBo,were published government information tools to guide public opinion beacon,oversight of government action weapon,changing the government image exchange platform. The third chapter,the analysis summarizes the micro-blog information fragmentation problem currently exists micro-blog government in public opinion to guide the establishment of a formal,free of micro-blog content,depth analysis of the causes of these problems are mainly constituted government micro-blog audience is limited, narrow coverage,content passable,lack of credibility,do not change the role of government functions,government micro-blog functionality blur. The fourth chapter, through the study of the situation at home and abroad about the government micro-blog summary,the basis of our government micro-blog problems and causes of analysis; four from government micro-blog formulated to effectively guide public opinion in the scientific path. Role of government must first clear micro-blog micro-blog government based on functional demands of the government departments. Second,in order to make better government micro-blog effective,to promote the development of government to promote the personification micro-blog; mainly for language system life,way of thinking personification of communication emotional. Again from a focus on micro-blog form design,and publish scientific grasp Published frequency,importance micro-blog "opinion leaders" role, regularly carry out activities in four areas to discuss hot topics to improve the timeliness of government micro-Bo. Finally,from the operations team standardization, standardization of operating guidelines, standardized management system,interactive forms standardization,standardization of long-term mechanism to assess the performance of government micro-blog managed to build five aspects. In conclusion,once again stressed the government micro-blog important influence and role of the Administrative Management, suggested that the Government should pay attention to government micro-blog standardized construction,scientific path to become an effective guide public opinion.As the result,the main idea of this paper is about the public opinion guidance strategies of government in micro-blog era. Refers to classic discussions both here and abroad, combine the recent micro-blog cases and use home and abroad lessons to raise some questions,such asset up a fair communicate mind,build up a good image of government, adjust public opinion strategies,strengthen monite the public law,eliminate data gap, improve executive power of government the six measures to achieve the goal about government public opinion guidance.