The Research On City Government Micro-blog Communicate City Image

With the speeding up of Chinese urbanization, lots of cities’governments develop the urban construction constantly, at the same timethey pay more attention to the city image communication. And thegrowing city government micro-blog not only on behalf of thegovernment official’s voice, but also is the vivid window of spreading theimage of the city. This research take “Shanghai City” in Sina Micro-blogfor example, which is champion on the influence list of “Top TenGovernment Sina Micro-blog” in2012, clarify the communicationcharacteristics of city government micro-blog, expound the specific cityimage communicated by city government micro-blog, summarize theconcepts of city government micro-blog spreading city image, and try toput forward some strategies of the city government micro-blog spreadingthe image of the city.Firstly, this study draws500micro-blog samples released from0:00on November28,2011to24:00on October31,2012at random by theequidistant sampling method, clarify the communication characteristics ofcity government micro-blog on six aspects:“micro-blog source”,“micro-blog issue”,“micro-blog inclination”,“micro-blog symbol”,“micro-blog forwarded amount”,“micro-blog commented amount”. Next,this study subdivides the city image according to the micro-blog issue,recodes the micro-blog issue, and expounds the specific city image including government image, economy image, culture image,environment image, traffic image and citizen image communicated bycity government micro-blog in detail. Furthermore, I invite JiongmingSong who is the director of “Shanghai City” office of Shanghaigovernment general office to do a depth interview about governmentmicro-blog spreading the city image and summarize six concepts of thecommunicator: strictly control the micro-blog’s process and closelyfollow the time node; stick to the micro-blog’s content selection criteriaand alternately publish hard and soft information; seek truth from factsand reflect reality to attract the audiences’ attention and trust; integratemultiple micro-blog symbols and keep the original life force; deeply digthe local urban elements to develop audiences’ city emotion; simulatecity-life’s track to reach audiences’ psychological tacit understanding. AtLast, I try to present four suggestions about the strategy of governmentmicro-blog spreading the city image in terms of previous research resultsin this study: first, definitely know the city government micro-blog’sposition; secondly, tightly combine with the characteristics anddevelopment goals of the local city; thirdly, vividly present urbandynamic three-dimensional image; fourthly, continuously cultivatemicro-blog editors become experts on every steps.