Research on the growing trend of Officials’ microblogs.doc

Research on the growing trend of Officials’ microblogs 　　Abstract. Since its birth, microblog, a new form of communication, has already been used by thousands upon thousands of people, among which there is a special category ?officials microblogs of the government microblog. Its identity and roles define the difference with ordinary microblogs. This paper, based on the sorting of current situation and contents of microblogs, draws a conclusion that officials? microblogs play an active role, but issues of entanglement between personal microblogs and officials? identities, expressions of excessive individuality, and utilitarianism also exist. Key words: microblog, officials, identity, utilitarianism. 1. Officials? microblogs and their development status About officials? microblogs, academia has failed to reach a consensus on its clear definition. Although some relevant academic journals have conducted studies on it, but they have not given a precise definition. The officials? microblog studied in this paper refers to the official microblogs or personal ones registered by officials on various websites and views expressed by them through the microblogging platform. Specifically, it is an act of officials? social influence on society with its own unique influence. The subject is officials with a certain administrative level, with the network speech as the object and network as the carrier. 2. The content analysis of officials? microblogs From the perspective of contents, officials? microblogs mainly concentrate on public administration (including the release and processing of government information, bulletins of political situation, daily work, policy solutions, launching polls, etc.) and personal understanding of life (including reading and learning, entertainment, interests and hobbies, and emotion expressing, etc.]. Officials? microblogs usually carry out “broadcasting”, “narrowcasting” and “on-demand casting” via original posting, reposting, comment,