受众期待视野下的政府微博舆论引导缺陷及对策探析 摘 要：随着新媒体的不断发展，政府微博作为一种新媒介应用出现在人们的视野中，成为连接政府和人民的纽带，协助政府引导舆论的有力工具。与其他传统媒介相比，政府微博具有时效性强、权威性高等优势，能够快速打通“两个舆论场”。但是，政府微博还存在着观念引导陈旧、舆论引导机制不完善、舆论引导的信息发布和宣传政策受限等问题，影响政府微博功能的发挥。这就需要进一步转变其舆论引导观念、建立完善的舆论引导机制、提高政府微博的议程设置能力，从而更好地发挥政府微博舆论引导的作用，符合并满足受众期待。
关键词：受众期待；政府微博；舆论引导
Analysis of Public Opinion Guide of Government Micro-blogs in the Field of the Expectancy of the Audience
Abstract: With the continuous development of new media, government micro-blogs, which comes into public view as a new medium application, has become a bond linking the government and people and a powerful tool to assist the government in shaping public opinion.Compared with other traditional media, government micro-blogs, which have the advantages of strong timeliness and high authority, could quickly get through “two public opinion field”. However, government micro-blogs still has many problems such as some guidance ideas are outdate, public opinion guidance mechanism is imperfect, and public opinion guiding information release and policies’public are confined. All these problems are influencing the full play of the function of government’s micro-blogs. That will need further transform its guiding ideas about public opinion, establish and improve the guidance mechanism, and improve the ability of the government micro-blog agenda setting, so as to make the government micro-blog’s public opinion guidance play its role much better and also conform to the expectancy of the audience.
Key Words: the expectancy of the audience ;government micro-blog ;public opinion guide
目 录
摘 要 1
Abstract 1
一、政府微博舆论引导的概述 2
（一）政府微博发展现状 2
（二）政府微博舆论引导的作用 3
二、政府微博舆论引导的优势 3
（一) 舆论引导时效性强 3
（二）舆论引导权威性高 4
（三）舆论交流的无障碍性 5
三、政府微博舆论引导的缺陷 5
(一）观念陈旧 5
（二）机制不完善 6
（三）议程设置能力较弱 6
四、政府微博舆论引导的对策研究 7
（一）转变舆论引导观念 7
（二）建立完善的舆论引导机制 8
（三）提高议程设置能力 8
参考文献 10,3141