微博以其开放、动态、协同传播的特性已经成为各级政府了解群众、贴近群众、为群众排忧解难的新途径。本文通过分析系列案例,试图梳理政务微博传播创新的主要表现,进而分析政务微博传播创新的原因与发展趋势。研究发现,发布-问政-行政成为政务微博的功能创新,透明的社会治理成为政务微博的互动创新,信息链接的正能量传播成为政务微博的危机处置创新,跨国政务对话成为政务微博的国际合作创新,大数据应用成为政务微博的社会治理创新。政务微博传播创新的原因与趋势分析表明,政务新媒体还存在功能定位不清晰、信息发布不严谨、建设运维不规范、监督考核及追责机制缺失等突出问题,政务微博将承担更多的社会功能,主要包括:“突发事件稳定器”“正面能量聚合器”“公益行动催化器”“社会治理连接器”。
<<Microblog,with unique characteristics of open,dynamic and collaborative communication,has become a new approach for governments at various levels to understand and press close to people,also solve people’s problems. This paper attempted to present the main manifestations of the communication innovation in China’s governmental affairs Microblog,and analyze the reasons and trends. The research found five types of communication innovation in governmental affairs Microblog,which are function innovation in publication-posting advice-execution,interaction innovation in transparent social governance,crisis management innovation in transmitting positive energy by linked information,international cooperation innovation in transnational dialogues of governmental affairs,and social governance innovation in application of big data,respectively. According to the analysis on reasons and trends of communication innovation,there are still prominent problems in this new media for governmental affairs,such as unclear function position,less rigorous information release,non-standard operation and maintenance,lack of supervision,assessment and accountability mechanism. Governmental affairs Microblog will undertake more social functions,including “stabilizer of emergency”,“aggregator of positive energy”,“catalyst towards public charity action”,“connector of social governance”.
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