Research On E-government Micro-blog Guiding Force Of Public Opinion

Public opinion guiding force is the problem that our party always attaches great importanceand it is also an important part of the party’s ruling ability construction. With the development ofInternet technology, government micro-blog becomes an important platform for the party and thegovernment to carry out the work of guiding the public opinion. How to improve the guiding forceof government micro-blog for the party and the government is one of the topics how to improve thegovernance ability category.From the theory of Marx doctrine of public opinion, we put forward that the governmentmicro-blog must have five kinds of abilities to obtain good public opinion guidance effect. They are:micro-blog opinion leadership, the mainstream ideological propaganda ability, analyzing ability,social public crisis events dissolve ability and the ability of eliminating negative information. Since2008, the Government micro-blog is developing vigorously in china. And many party andgovernment organs and number of civil servants have opened micro-blogs. Therefore, there are alot of government micro-blog in the public opinion field. And there is a large number ofoutstanding government micro-blog, leading the public opinion. From the aspects of the ability ofpublic opinion guiding, we find that there are many imperfections for government micro-blog,which have bad effect on playing ability. Concretely speaking, it reflects in the following respects.First, in terms of the opinion leadership, government micro-blog is inactive in micro-blog publicopinion field and the opinion leader is challenging its discourse dominance. Second, In themainstream ideological propaganda ability, lack of theory and policy of indoctrination, ignoringdemand political spirit. Third, in the social public opinion judgment ability, ignore the daily publicopinion, the lack of interactive communication; Fourth, to resolve the ability in the crisis, the lackof major crisis events later guide, lack of public opinion leading small emergencies. At last, theability of eliminating in negative information, rumors governance issues, neglect of Spoof. Andthese problems are restricting the ability of Opinion leadership to play.In order to enhance the government micro-blog guiding force of public opinion, we mustproceed from the situation of our country’s Government micro-blog. To enhance the guiding forceof public opinion, government micro-blog must take measures to improve itself in seven aspectsmainly. They have to release more compelling information and enhance the active degree in publicopinion field. And they must improve the ability of meeting people’s needs, the agenda-settingability and their quality as the Opinion leaders. Furthermore, the government micro-blog is obligedto improve time management skills and language skills.