A Comparative Study of Micro Blog Communication Effect of Local Government in China—Cases of 'Chengdu Release' and 'Micro Blog Yunnan'

摘要

The year of 2010 is called "micro blog year of China". More and more government departments adopt micro blog to release information and construct their own image. The simple reliance of government on traditional media could no longer meet the requirements of the work. It has already become a trend for the local government to apply micro blog to enable their administrative work to adapt to the new media environment. Then, questions arise about the communication effect of micro-blog and the way the local governments use micro blog to achieve the desired effect. This study will select "Chengdu Release" and "Micro Blog Yunnan" to do a case study. Quantitative and qualitative research methods will be adopted to compare their communication effects. It sums up the experience of the application of micro blog by local government, in the hope of providing some suggestions to the micro-blog platform construction of local government.