Research On The Government Micro-Blog’s Information Dissemination

The ever-changing network of information technology give multiple channels for the government information disclosure and interaction between government and citizens, the government attempts to use new media constantly to promote the building of network-oriented government. As one of the emerging network applications, micro-blog is becoming an important channel for network of public opinion generated and interaction. Its immediate and opening characteristics meet the needs of the government’s work. The government micro-blogs play a great role in promoting the mutual trust between government and citizens as well as the construction of government information resource sharing system. However, how to position the government micro-blog, how it works, how the government make good use of this platform to serve the public still need to practice and explore.The article takes8influential micro-blogs of government information offices for example, base on the5W information communication process theories of Lass well, By study on the information communication characteristics of governments’ micro-blogs in the following five aspects:communication subject, communication channel, communication content, communication object and communication effect and by the means of content analysis and text analysis, the article points out the problems in the information communication of governments’ micro-blogs currently then propose some suggestions to perfect the information communication of governments’micro-blogs.First, the article briefly introduces the background, purpose, significance, means, content and innovation of the research. The second, summarize and analysis the existing literatures and introduce the related theories, then comes to the subject portion of the research:take the5W theory of Lass well’s as the theoretical framework, the article reach the conclusion of the information communication characteristics of governments’micro-blogs:clear, multi-media, close-to-people, individuation of the information classification, organization and the expression ways; diverse information contents with the main part of livelihood information; normalized information update, enhanced interactive awareness, timely、effectively and pragmatic information communication. Finally, the article points out the problems existing in the governments’micro-blogs as follows:the unfair discourse right between government and citizens; the missing normalized mechanism of interaction and guide of the public opinion; be limited by the platform of enterprise and the140words of micro-blog, the disjointed between the reflection of problems online and the inefficiency in solving problems underline.In connection with the conclusion and the analysis above, combine with the following theories:information asymmetry, information resource sharing and the compensatory media, propose the suggestions to promote the communication of governments’ micro-blogs in3level:content, mechanism and system. The detail suggestions are:First, government should change the attitude from government-oriented to citizen-oriented and abandon the stereo-type opinion with the speaking of internet users, pay more attention to promote the awareness of information communication and information sharing among different departments. The second, to construct a normally mechanism not only in the information content but also in the micro-blogs’manage and maintenance. On the level of content, construct a long-efficiency interactive and communication mechanism and underline disposal mechanism; associate with the micro-blogs of the government officials’and the other departments of government to ease up the information asymmetry between government and citizens; construct normally public opinion guiding mechanism, supervise public opinion and guide the way of opinion timely; build a reasonable atmosphere for the information communication. Let the government micro-blog fully exert its values. On the level of management and maintenance, build a professional management team to charge the operation of the government micro-blogs, strengthen the attestation management to perfect the management of government micro-blogs, make the application of micro-blogs into the check and evaluation, pay attention to the using effect. The third, combine the government micro-blogs with the government web, integrate the micro-blogs of different departments to construct the government information resources sharing system.