政务微博的传播特色与功能研究

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1、andXinhua，mainlyincludingthepartygovernmentorgansofgovernmentaffairsmicroblogcadreofthepartygovernmentaffairsmicroblog，inthevariousprovincesindustries．Becauseofthecontinuousimprovementofoperationalenvironmentofthegovernmentmicroblog，thetechnologyinnovationofmediatheenhancementofsocialrecog

2、nitionsupportforgovernmentmicroblog，itshowsbetterprospect．Secondly,thearticleanalyzesthemotivemodeofcommunicationofthegovemmentmicroblogbycomparingwithothernewmedia，andsummingupthecharacteristicsofcommunlcation．1ne·一^●’r111articlethinksthatthemotivationofcommunicationofthegovernmentmicrobl

3、ogmainlyincludetwoaspects：thegovernmentmicroblogofgovernmentagenciesadoptionoftheagendasetforpropaganda，andthegovernmentmicroblogofgovernmentofficialsplaystheroleofopinionleadersinthepolesspread．Astothemodeofcommunicationofgovernmentmicroblog，itismainlyforitsaudiencebasisof¨fans¨andits¨con

4、tent¨reliesonsocialmedianetworks，theinteractionbetweenthemassesthecadresisthemostcorecommunicationstrategy．Governmentmicroblog，governmentagencysites，blogsBBSforumsothernewmediahassomecontact，buttheyalsohaveabigdifference．Finally,withregardtoframeworkoftheanalysisofthestructuralIVfunctional

5、ism，Analysesthefunctionofgovernmentmicroblog，thisarticlepointsout，thegovernmentmicrobloghavetransformeditsworkformpublishmediatofunctionalmediaandservicemedia．Thegovernmentmicroblogismainlyresponsibleforthreefunctions：topublishtheinformationandservice，propagandaandpersuade，andsocialcoordin

6、ation．Thefunctionsofpublishingtheinformationandserviceincludepublishingtheroutineaffairsandconstructingtheservicesystemofthetargetaudience．Thefunctionsofpropagandaandpersuasionincludetheconstructionofthegovernmentimageandimpressionmanagement，topersuadethetargetaudienceandrealizestealthpers

7、uadefunctionininteraction．Thefunctionsofsocialcoordinationincludecrisispublicrelations，socialconsensusconstruction，Theconstructionofthepublicdomainthroughmicroblogginginpolitics．Theriseanddevelopmentofgovernmentmicroblogattheageofthepersonalmediahasrevolutioni