Research On The Micro-blog Of The Rural Government

It has been a broad trend for foreign governments to use social media. Under the circumstance of the popularization of social media, many Chinese government departments have also owned their official micro-blogs since 2009, using them to convey social and public opinion, bridge between the government and the civil, put across the policy, promote to open the government affairs and serve the masses. There are also many academic studies in this field.. But few researchers have paid attention to the official micro-blog of our rural, which is a minority of the social media tribe. The micro-blog of the rural government is an important part of the government micro-blog and has the most direct contact with the bottom of the masses, so the author thinks it has greater research significance. With the use of sampling methods and content analysis,taking "township government" as the key words, the thesis secected some certificate micro-blogs from Micro-blog Sina and Micro-blog Tencent, and analyzed the whole samples from the correlation between government official micro-blog and the official website, the number of users the official website and the operating status of the government official micro-blog and the official website. The purpose is to understand the overall development of micro-blog of our rural government. It carried out a sample analysis of these micro-blogs from content theme, information form, information source, publishing period and the amount of comments and forwarding. The aim is to deduce the intention and strategy of the Information dissemination of minimum level government organization in rural area of China. The study finds that when rural governments used social media, most of its contents are for external netizens and not related to agriculture, while there is little agricultural information for local netizens. The lack of original micro-blog and forwarding comments indicate that the quality of the comments is not very high, resulting in low rate of fans' activity. But the micro-blog of rural government plays an important role in promoting the local tourism industry and selling agricultural products. At the macroscopic level, the micro-blog has not been full used by rural governments. From a microscopic perspective, except livelihood information being communicated for local farmers, other information is absent of obvious communication intentions and strategies, which shows nothing but their presence in the micro-blog platform. Such problems are likely caused by the following reasons: The government does not pay enough attention and few farmers use micro-blog., and the government and farmers are lack of interaction. Coupled with the rural backward infrastructure, such micro-blogs become the ornament of the government. Through recent researches, it is find that most of the micro-blogs of the rural government shave stopped updating and become zombie ones.