新媒体时代政府创新社会沟通：政务微博何以有为

创新社会沟通是加强和创新社会管理的重要方面.当前,我国政府利用政务微博这一新型媒介工具促进社会沟通的成效不佳,究其原因,既有主观意识问题,也有网络公共性受限等因素.新媒体时代,政府及公务人员要借助政务微博实现有效的社会沟通,需要从加强制度建设、提高信息质量、缩小“数字鸿沟”等方面做出努力和探索.

Social Communication of Governmental Innovation at New Media Era： How Administrative Blog Is Effective

Social communication innovation is an important aspect to strengthen and innovate social management. Currently, the effect of administrative blog, a new-type media tool, used by Chinese Government does not attain the expected goal, the reason for this includes the factors such as subjective consciousness problem and the limitation of network publicity and so on. At new media era, governments and public officials should take the advantage of administrative blog to realize effective social communication and should make efforts to explore the consolidation of institutional construction, information quality promotion, and digital diflerence reduction and so on.