基于内容分析的政务微博传播效果研究--以“@陕西发布”为例

摘要

With a popularization of microblog today, more and more governments in China are establishing government microblog to get abreast of our social development, @Shaanxi post microblog of Shaanxi provincial government is selected as a successful case which has played a positive role in publishing local news, local public service, and dis-semination of regional image. Enhancing the government micro-blog propagation effect should be based on the four elements of communication subject, content analysis, media, audience as the premise, creating new government micro-blog interactive forms, making it a helpful responding platform of gathering public intelligence, responding public opinions, resolving people’s difficulty and promoting the citizen participation.%　　随着微博在中国社会影响力的提升，许多政府部门纷纷入驻微博，政务微博建设蔚然成风，发展势头迅猛。陕西省人民政府门户网站官方微博“@陕西发布”是其中运作比较成功的案例，在发布地方新闻、服务本地民众、传播区域形象方面发挥了积极的作用。提升政务微博传播效果，应以梳理传播主体、内容、媒介、受众四个要素为前提，不断创新政务微博互动形式，使之成为汇聚民智、反映民情、解决民忧、促进公民参与的政民互动平台。