| As an important medium for public release and information acquisition, microblogging has become not only a stage for public self-presentation and image promotion, but also an important platform for the formation and development of the public opinion, which plays an important role in guiding the public opinion trends and public behavior. Among all the different categories of microblogging users, the officials is a unique group with an increasing population. It has not only a substantial increase in the number of users, but also has a greater development in social influence, attention and academic research. It features openness and promptness, which hepls officials express their own opinions on current events and promote openness in government affairs in their personal microblogs.Based on the existing definition of official microblogging, the article regards official microblogging as the object and analyzes the causes of its birth in the context of the rise of popular media and the culture of reading. Then it is followed by the the description of the current situation of the official microblogging in the aspects of the officials’geography, distribution of official rank and levelwith Sina microblogging as an example. After this, based on the analysis of typical "star" officials’micro-blog content, release status, discourse strategies and microblog’s guiding force for public opinion, the article tries to summarise the process, elements, styles of popularity of the official microblogging after the micro-ananlysis of typical "star" officials’ micro-blog. At last, with the analysis of the value and significance of microblog in our country, the article gives the officials’ microblogging prospects. The author hopes it will provide theoretical significance for launching the personal microblogging for officials in China through this study, which can make the officials’microblogging institutionalized and mature in order to better achieve the aim of politics by internet. |
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