The Micro-Blog Public Intreset Communication Exploration Of Harmonious Society

The year2010is known as the first year of China’s micro-blog, since today Sina micro-blog already has over300million users, micro-blogging release amounted to100million every day, The characteristics of micro-blog such as Immediacy, Convenience, Openness and Decentralization happens to coincide with building a harmonious socialist society, also to provide citizens a platform of the Discourse Right and the Right to Know.This paper aims to study the development of China’s public dissemination under micro blogging environment, through the analyzing the characteristics of micro blog, micro blog public good characteristics summarized the mode of public dissemination, and then analyze the strengths and weaknesses of the public dissemination of micro blogging, Analysis of thein the perspective of building a harmonious society, civil society, public interestspread of five entities: government, media, businesses, citizens, public institutions, how should bear their own public dissemination role. The Author take Sina micro-blog for example, use Literature analysis, case analysis, Statistical data to study its official micro-blog "micro public interest V " and "micro-public interest platform(beta)",Analysis the convenience and openness in "one-stop" technological innovation of public interest communication by micro-blog. Focused on the grassroots micro-blog public interest communication success stories——Deng Fei ’s "free lunch" campaign, study Deng Fei fragmented information merged flow of information use the micro blogging platform according to Lass-well’s5W communication mode, who has already complete a successful model from folk movement to the acts of state, Analysis of the harmonious society perspective, as part of the four themes of civil society public interest communication, how "citizen","media citizen","corporate citizen","individual citizens" should be play role communication public service.