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1、AbstractWiththeriseandthewidespreaduseofthegovernmentmicroblog,aseriesofpubliceventsoriginatefromthiskindofmediumform.Theroleofthegovernmentmicrobloginthemasscommunicationprocesshasbeensignificantlyenlarged,includingdifferentaspectsofeconomic,political,cultural,people’sli
2、velihoodandsoon.Asmicrobloghascharactersofopeningandgrassroots,itenablesfulldialoguesbetweenunknownparticipants,resonatesamongpopulationsandstrengthensthecommunicationeffortsofthegovernmentmicroblog.What’smore,thegovernmentmicroblogisdifferentfromthetraditionalgovernmentd
3、epartmentsandthepropagandaagencies,enablinginstantinteractions,bothonlineandoffline.Thecollisionofallpointsofviewandinformationpresentsamultipliereffectofpublicopinion.Thesocialissuescloselyrelatedtopeople’slifearedirectlyconvertedintocentralizedpublicissuesbeingdiscussed
4、.Thegovernmentmicroblogcanhelpgovernmentresolveincidentsefficientlyandhelppeopleachievetheperfectunityoftheopinionandthepublicpolicy.Ofcourse,thefeaturesofthemicroblogleadtoloosescalechecks.Thegovernmentmicroblogbecomesanimportantplatformforthefermentationofpublicopinion,
5、anditchangesthetraditionalwaysofdissemination.Theenvironmentofthepublicopinionbecomesmorecomplexthanbefore,andonlytheproactivestancecanseizetheinitiativeopportunities.Whetherthenormalmanagementortheemergencyresponseofthenetworkpublicopinion,it’salwaysthekeywork.Ifthegover
6、nmentmicroblogcanintervenetimely,thesituationcanbeeffectivelycontrolled,notonlymaintainingtheimageofthegovernment,butalsohighlightingtheimprovementoftheabilitytogovern.What’smore,itcanalsowinthefulltrustofthepeople.Onthecontrast,ifthegovernmentmicroblogescapestorespond,it
7、willlosethebesttimetodealwiththepublicopinionandleadtoanuncontrollablesituation.As“Micro-era”hascome,therearebigchallengesforboththeregulatoryagenciesandthepeoplewhoparticipateinthenetwork.Onlybyfollowingthepropagationandhavinganinsightintothemechanismsandtherespondingmod
8、esofIII万方数据theInternetpublicopinioncanachieveabreakthroughandrealizethewin-winsituation.Inthispa
