A Discussion About The Status And Future Of Government Microblog In Zhejiang

Since the end of 2009, it has been more than 5 years for the government microblog to develop from infancy to maturity. It has now been springing up all over the country. This article studies mainly on government microblog in Zhejiang on Sina and Tencent,.It selects " Public Security in Zhejiang ", an official’s "Cai Qi" and "Xiasha Tax" as examples to study. The three examples are different in the administrative levels and characteristics. The data are collected by July 22,2014. Through the analysis of data, content, interaction, audience acceptance, this article studies the communication models and effects of the government microblog in Zhejiang, and summarizes its characteristics and problems.As a pioneer to use the microblog,,a large number of government agencies and their officials in Zhejiang set government microblogs in the first time, and so-called "Zhejiang Legion" was quickly formed. The government microblog owns the authority and diversity of its communication subjects, the instantaneity and interactivity of its media, the communication effects of its new agenda. Now, more and more government microblogs in Zhejiang show an increasing trend which pay more attention to their influence instead of just attracting their fans. It has great practical significance for Zhejiang province, making good use of the properties of government microblog, to build a new type government as well as a democratic and law-ruling government.Except its clear achievements, some problems are found in the government microblog, such as its inaccurate role, its lack of effective interaction, its scarce capacity to deal with contigency and so on. If these problems exist long, the government microblogs may be written off as a pinup just as those government websites, and the government’s image and credibility will be damaged.Finally, this article also try to discuss with the readers about the future development of government microblog in Zhejiang.