Study On The Value Of The Political Communication Micro-blog

Government affairs microblog is a kind of innovative administration of keeping pace with The Times people communication platform, can realize Internet users asked governance, network governance of the bidirectional interaction, for both the government and the public has positive significance. In the special period convert alternating between old and new system in our country, the government has to raise the level of scientific and democratic ruling of desire, and a new media information technology support, ask the popularity of political consciousness, citizen democracy for the rise of government affairs microblog provides the development opportunity, it has become a new medium after the official website of the government using the important position.Government affairs political communication value of microblog, first is derived from its political communication function, including government function, political communication function, power supervision function, agenda-setting function, public opinion guide function and so on. Some government agencies have been in the field of government affairs micro blog like a duck to water, through the channels, keep trying and explore how to realize the function of political communication, advertising and communication on the one hand, the rapid release of information, the positive guiding public opinion, on the one hand, provide better public services. Government affairs microblog to real-time interactive strong expertise, interactive provides a new way, place for people to realize the real political exchange "zero distance", for government agencies, the opening of government affairs microblog is equal to build a lowest cost, fastest and most direct public opinion officer interactive station, to the people of the new channel, at the same time, government affairs microblog can help clarify the truth and guide the network public opinion guidance netizens mood, play the positive role of image transmission.Some subjective and objective factors, of course, also limits the government affairs microblog the realization of the value of political communication, this article from the main body, object, media, three aspects are analyzed. Under the new media environment, the spread of government dominance was shaken, government image shaping challenges, at the same time the old disease of political communication system of our country and bring a new situation of the open resistance; Digital divide phenomenon and the differentiation of political communication audience, led to the political information in the uneven distribution of the whole society, damage to the sum of the value of political communication. Traditional media, has experienced many years of operation and development, its advantage has not disappeared, still is the first choice for government news release, "agenda-setting" highland, and government affairs microblog inherent fragmentation defects as well as the operation mechanism is not sound, also let the face of the limitations of its development.As for value, this paper mainly from three aspects to talk about:one is remaking in the image of government, the government is no longer a voice of monopoly, so the image needs to be done by new propagation mode, in the past that the public’s passive acceptance of government image communication situation has ceased to exist. The second is the whole of China power culture of ecological change, network democratic ideals. Three is to let the public have more political voice, meet the demand of the political participation.Of course, the most realistic meaning and how to promote government affairs microblog to better realize the value of political communication, this paper proposes four Suggestions, including grasp the role of the government affairs microblog function, to the public as the standard, service to the masses is its value; Through the organization and coordination, improve the system of mechanism, establishing the maintenance and management team of construction of the institutions such as unreasonable; Based on technology and the power of the Internet users to work together in the information barrier; In government affairs microblog public opinion field cultivate credible opinion leaders, leading a healthy public opinion direction.