The Research Of Chinese Officials’Micro-Blog In The Context Of New Media

With the rapid development of information technology, new media which takes internet as information carrier is getting aroused, having huge impact on aspects of social life. Micro-blog actually is a classic socialized new media, and becoming an important source of network consensus after news website, forums and blogs appeared. Based on that, all levels of national governments and organizations, even public officials, launched micro-blog one after another. This shows micro-blog for government affairs is booming in China. Furthermore, micro-blog of officials are an important part of government affairs one, due to their main part of communication represent public identity, possessing distinct public properties, but also is personal media for officials with such private properties. And that means public and private properties co-exist, this feature enables micro-blog of officials to become effective platform for social management and the interaction channel between government and citizens. Meanwhile, as the communication bridge between official opinions and public opinions, micro-blog of officials plays an incomparable role on information disclosure and administrative transparency, public opinion guidance and crisis answer.This article will try to start from perspective of communications for separating micro-blog of officials from government affairs part through using multidisciplinary theories, such as communication theories, sociology, management and politics, as well as adopting research methods related to communication theories, including literature search, content analysis and case study. On the other hand, it will study micro-blog of officials from two perspectives. First, analyze deeply with macroscopic view, define the relevant concepts, and parse communication process. Second is to analyze the necessities, possibilities and physical measures about how micro-blog of officials affects major public events from social management innovation perspective. Finally, this article will conclude the current issues of officials’ micro-blog, offer coping suggestion, and make expectations about development tendency of micro-blog of officials. Hope this article could make contributions to the application and development of micro-blog of Chinese officials in the context of new media.