Public Opinion and Public Power: An Analysis on Administrative Micro-blogging Communication Strategy in Emergencies—From the Shenzhen Drag Racing Case

摘要

As a new media with immediate release, simple record and rapid spread, the micro-blog works efficiently in the network of public opinion and becomes one of it's centers in emergencies. How do the government departments make effective use of the micro-blogging platform, respond scientifically and quickly, guide the public opinion, and grasp the dominant voice firmly in emergencies has become the necessary discussion. Based on the empirical analysis of the communication characters of administrative microblogging in the Shenzhen drag racing case, the paper points out administrative micro-blogging becoming an important platform for the government to release information, serve the people, and promote the interaction between officials and the public. Combined with the lessons the paper put forward about the communication strategies of the administrative micro-blogging in emergencies such as taking the initiative to seize the opportunities, promoting interaction with Internet users, interchanging the use of multi-media etc.