The Communication Effect Study Of Government Micro-Blog

The government micro-blog is an emerging way of governmental communicationunder the new media environment. Since the2011, the government micro-blog hasmade a great development in quantity and distribution. The government micro-bloghas won a huge attention and study from all circles of the society along with itsexpanding effect to society. This article will begin from the Angle of view of thecommunication and make a study to communication effect of government micro-blogaccording to its feature. Then it will have a conclusion from three levels incommunication effect. Also there will be some problems about governmentmicro-blog discovered in this process. At last this article will provide some proposalsabout the development of government micro-blog combined with advancedexperience from the western countries.At the first part of the article analysis the process of government micro-blog inthree aspects, the first is characteristics and attributes of micro-blog, the second ischaracteristics of audient, the two features determines the development model andcharacteristics of government, compared with traditional model, the weibo’convenient and audient’ high interactivity will affect the communication effect ofgovernment micro-blog. at the second part of the article,summarize thecommunication effect of government micro-blog in three aspects, the first one iseffect of environment cognition,the second one is effect of value formation andmaintenance,the third one is effect of social behavior demonstration. at the third partof the article to indicate some problems of government micro-blog in macroscopicaspect and microscopic aspect, at the forth part of the article give some introduction ofwestern country’s experience and put forward four suggestions to the developmentof government micro-blog in combination with practical characteristics in china andthe shortage of government micro-blog.