从“成都发布”看地方政府微博的发布策略  

Microblogging Strategies of the Local Government Seen from "Chengdu Release"

作　　者：曹艳[1] 吴玉贞[1] 

机构地区：[1]广东外语外贸大学新闻与传播学院,广东广州510006

出　　处：《成都大学学报（社会科学版）》2012年第5期27-30,共4页Journal of Chengdu University (Social Sciences)

基　　金：广州市哲学社会科学发展"十二五"规划2011年度课题:广州市政府微博的传播定位与引导策略(项目编号11Q19);广东外语外贸大学2010年校级项目<地方政府新闻发布会效果评估研究>的阶段性成果之一

摘　　要：成都市人民政府新闻办公室在新浪微博开设的官方微博"成都发布"是国内最火的政府机构微博之一。通过文献研究法、案例分析法和文本分析法对该微博的定位、经营团队管理、发布规律和发布内容,以及与公众的互动等方面进行分析,发现"成都发布"定位清晰,透明度大,公信力较强。"成都发布"的主要特色与表现是开放、权威,以真诚的态度面对公众;内容丰富,结合公众需要;言语平民化、网络化和活泼化;注重与公众的交流,诚信看待公众的意见和评论,努力为公众解决问题等。＂Chengdu Release＂, an official micro blog site on Sina Weibo. com established by Chengdu Peo- ple＇ s Government Information Office, is the hottest one of the government agencies. On the basis of literature re- search, case studies and textual analyses of its positioning, team management, releasing patterns and contents as well as interaction with the public, it can be found that ＂Chengdu Release＂ has a definite positioning, good transparency, and strong credibility with its main characteristics as follows： its open, authoritative and sincere attitude to the public ; its rich content closely connected with the public need; its plain and lively language, and even internet slangs; its emphasis on communication with the public, dealing with the public views and reviews in good faith and its efforts to solve problems for the public.

关 键 词：微博 “成都发布” 政府机构 发布策略 

分 类 号：G206[文化科学—传播学]