“微官”如何在舆论场中说好“微语”.doc

摘要：本文通过对微博的信息把关，传受双方对比，议程设置和受众主体的分析，探究微博作为新媒体的所具有的传播特性，旨在于讨论政府如何在微博的新型话语空间中写好“官博”，改进“官博”的管理，提高“官博”的影响力，如何在公共事件发生后利用“官博”起到引导微博舆论的作用。建议“官博”通过和微博意见领袖ID，媒体ID，粉丝ID的联动，来增强政府的公信力，改善政府和公众的关系。

关键字：“官博”；意见群体； 官媒联动；

Abstract：By means of analyzing the informational gate keeping,the contrast of communicator and audience,the agenda setting and characteristics of user group of microblog as "Weibo" in China ,this article aims to discuss how to write the "officialblogging",how to improve the management of "officialblogging" and how to expand the influence for the government. In regard of using microblog to guid microblogging opions in public events,this article suggests that "officialblogging" take the advice of opinion leader'ID,fans'ID and medias'ID in order of improving the repulation of goverment and changing the relation between government and citizens.

Key Words："officialblogging" ；The deliberating group；The connection of government and media

　　在微博这个信息交流平台上，腐败无处藏身，道德失范者被无情地扯下遮羞布，舆情民意得以畅通表达。

　　作为官员，面对微博舆情的强大影响力，要想写好官博并非易事，微博如果管理得当，在联系政府和群众中发挥巨大威力，那就是“威博”；如果管理不好，那微博就成了“危博”。本文以政务微博在改善政府与公众的关系为例，探讨政务微博应如何做好服务型政务，发挥舆论引导的作用，消减负面情绪，影响微博舆论场粉丝的意见走向。