icegov2012 proceedings

Studying Chinese Government Microblogs: Content and
Interactions
Tuo Zheng
Department of Public Administration, Fudan University
619 Wenke Building, 220 Handan Road, 2000433
Shanghai, China
+86 13917687422
10110170039@fudan.edu.cn
ABSTRACT
This paper selects ten Chinese government microblogs at different
levels, in different regions and different departments for studying
their content and interactions. Specifically, it observes and
analyzes messages’ number, message content, message types,
message forms, message sources, directing, language styles,
relevant stakeholders, and associated levels, attitude of comments,
commenter’s types, and government responses. Based on the
research findings, the paper provides some policy
recommendations for government.
Categories and Subject Descriptors
C.2.3 Network Operations
General Terms
Management, Measurement, Performance
Keywords
Government institution microblog; Content; Interaction
1. INTRODUCTION
Microblogs is a network community based on huge grassroots netusers,
which is also one of the social media tools. Many
researches show that government can improve its transparency,
enhance the interaction with citizens, keep on tracking with public
opinions and so on by using microblogs.
Statistical analysis and case study are used in this paper, which
selects ten different Chinese government institutional microblogs
at different levels, in different regions, and in different
departments as the research objects.
First, this paper will review the literature about social media.
Second, the paper will introduce research methods and findings.
Finally, based on the findings, we will provide some advices and
recommendations for government.
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ICEGOV '12, October 22 - 25 2012, Albany, NY, USA
Copyright 2012 ACM 978-1-4503-1200-4/12/10...$15.00
393
Lei Zheng
Department of Public Administration, Fudan University
619 Wenke Building, 220 Handan Road, 200433
Shanghai, China
+86 13501838298
zhengl@fudan.edu.cn
2. LITERATURE RIEVIEW
2.1 Defining Social Media
Social Media has been defined in a number of ways; some are
more technology oriented, and others are more about what they
can enable.
Hansen (2011) points put the social media is a set of online tools
that are designed for and centered around social interaction. In
practice, social media serves as a catchall phrase for a
conglomeration of web-based technologies and services such as
blogs, microblogs (i.e., Twitter), social sharing services (e.g.,
YouTube, Flickr, StumbleUpon, Last.fm), text messaging,
discussion forums, collaborative editing tools (e.g., wikis), virtual
worlds (e.g., Second Life), and social networking services (e.g.
Facebook, MySpace) [8]. Besides, Kaplan (2010) defines social
media as a social structure in which technology puts power in
communities, not institutions, as well as a set of open, web-based
and user-friendly applications that enable users to network, share
data, collaborate and co-produce content [12].
In an attempt to delimit a set of characteristics of based on
properties, Spannerworks outlines some defining characteristics of
social media [17]:
(1) Participation: Social media encourage contributions and
feedback from everyone interested, blurring the line between
media and audience.
(2) Openness: Most social media services are open to feedback
and participation. They encourage voting, comments, and sharing
of information. There are rarely any barriers to accessing and
making use of content.
(3) Conversation: Whereas traditional media is about broadcast,
content transmitted or distributed to an audience, social media are
better seen as conversational, two-way interaction channels.
(4) Community: Social media allow communities to be formed
quickly and communicate effectively around common interests.
(5) Connectedness: Most kinds of social media thrive in their
connectedness, exploiting hyperlinks and combining different
kinds of media in one place.
2.2 Government and Social Media
Social media can be considered a disruptive technology for
government, creating “disruptive innovation” in the digital