Research On Dissemination Of Officials’ Micro-blogs

In the era of mobile internet, as a more mobile and more immediate carrier of internet,micro-blog makes itself have the ability of linkage centralization and mobilization so thatthe risk of the internet virtual community is increased. However, in the meantime,micro-blog offers good opportunities for the Party and the government to involve ininternet community and netizens and also becomes a very important avenue for the Partyand the government to know and administrate the internet. The micro-blog behaviors ofthe government agencies and officials become more active. They are also reshaping theimage of the officials promoting the interaction between officials and people gradually.Therefore, a new internet political ecology is established.Facing the complex network environment and multiple network discourse system, wehave many questions. What is the feature of the officials’ micro-blogs dissemination?What is the effect of the officials’ micro-blogs dissemination? Is there a paradigm of theofficials’ micro-blogs? Based on combing the present situation with basic theory of theofficials’ micro-blogs, the samples in the paper are selected from the10officials’micro-blogs in sina.com coming from different grades, states and agencies with scientificresearch methods. We analyze the five major elements of the officials’ micro-blogdissemination, that is, propagators content media acceptors and propagation effects fromvarious aspects by content analysis.We find the rules in the officials’micro-blog dissemination, such as that, the attitudesof the officials’micro-blogs are neutral or positive; officials’micro-blogs mainly affect thefans coming from the same state; officials’ micro-blog are announced in normal time;comments of the are widespread in one hour after the announcement of the officials’micro-blogs. In the meantime, the paper also tries to give some helpful suggestions, suchas, officials should promote the interaction with their fans; officials’ micro-blogs shouldcombine their governmental identity with folksy identity; the officials should enhancetheir ability of media literacy.