《The Urban Management Officer’s Image In The Microblogosphere

In the traditional media age, the print media such as newspapers and magazines had a strong influence. In the new media era, however, the rapid development of online medium, particularly social media, have made many social problems exposed, on this public opinion center. Urban management officers has become a profession frequently exposed by microblog. The purpose of this study is to examine how microblog constructs the image of urban management officers. Taking Sina microblog as an example, this article aims to reveal the emergence and evolvement of the image of "urban management officers" from a framing perspective.Using ’constructed week sampling method’, this study surveys relevant microblog messages on Sina microblog between August2009and December2013. By analyzing various features of these messages, the author tries to depict a full picture of the framing of urban management officers in the microblogosphere.According to the statistics, in recent five years, urban management officers are mainly described as "law executors" and "bully".However, the fact is that the number of "bully" is decreasing but the number of "law executors" is fixed when it comes to the whole varying process. Images of urban management officers the study mentions include almost all the images of urban management officers in history. In the study, the root users occupying the highest proportion and the government, the smallest group describe urban management officers as law executors. Besides, almost all the users hardly regard urban management officers as ordinary people. Other conclusions have been made in the study:The type of microblogger has nothing in common with the way the message is showed and the event discussed. It means that there may be some relations between the identity of microbloggers and the message, the identity of microbloggers and the events discussed.In this way, different microbloggers may deliver different message and discuss different events. However the identity of microbloggers may hardly have influence on the construction of the image of urban management officers and the discussing attitude.