Research On The Ability Of Guiding Public Opinion Of Xi’an Government Affairs Micro-blog

As a product of the age of information and technology, micro-blog provides a new channel for information dissemination, and improves the sharing rate and speed of public opinion information. China is in the transition period, when the social conflicts which are easy to be intensified, the public opinion field, which is liable to be formed. Therefore, an authoritative and impartial opinion leader is necessarily to seize the high ground in the first time, and guide the public opinion correctly.Government affairs micro-blog, with its authority and timeliness, provides a favorable platform for the government to guide the public opinion scientifically and reasonably, which is not only to meet the requirements of the government departments to release "top-down" policy information, open government information, observe the public conditions, gather public opinion, guide public comment and shape its image, but also to meet the demands of the citizens to express their views and suggestions from the bottom up, and supervise administration. the open of Xi’an government micro-blog, to a certain extent, has changed the pattern of the public sphere of the Xi’an municipal government, strengthened the wishes of government to participate actively in the new public sphere, shorten the distance between the government and the people. But there are some problems in the guidance of public opinion, such as the lacks of coordination mechanism and operational management system, in addition, some government officials has lower network media information literacy. In order to improve the ability of guiding public opinion of the government micro-blog of Xi’an City, the feasible measures should be put forward from the government level. For example, build an interactive Internet system of government micro-blog; strengthen the continuing education of the public servants of the network media literacy; improve the standardized management system of government micro-blog. It is expected to provide the feasible strategy for the operation and development of local government micro-blog in China through the relevant research of Xi’an government micro-blog.