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以微博为代表的社交网络为政府官员形象建构提供了新的渠道。本文选取1781个新浪微博政府官员账号为样本,从知晓度维度,系统地考察了政府官员社交网络形象建构的影响因素。研究结果表明:通过新浪微博加V认证功能建构真实身份的政府官员微博账号粉丝数量更多,更依赖于通过进一步完善真实、确切的个人信息和身份建构来提高社交网络知晓度;政府官员任职经历的丰富性对微博账号的粉丝数量具有显著的正向影响,尤其是具有文化宣传工作经验的政府官员更善于经营个人社交网络,提高影响力;除此之外,政府官员还应通过频繁更新微博信息来维持粉丝数量,采取恰当的策略有利于政府官员更有效地经营社交网络,从而达到树立良好形象的目标。
The social network represented by Weibo has provided a new channel for the image building of government officials. This article selects 1781 Sina microblogging government officials account as a sample, from the awareness of dimensions, systematically examines the influence factors of government officials’ social network image construction. The results show that the number of microblogging accounts of government officials who build real identity through Sina Weibo plus V certification is more dependent on improving social network awareness through further improvement of real and accurate personal information and identity construction. Government officials The abundance of working experience has a significant positive impact on the number of fans in Weibo accounts. In particular, government officials with cultural propaganda work experience are better at managing individual social networks and enhancing their influence. In addition, government officials should approve Frequently updated microblogging information to maintain the number of fans, to take appropriate strategies to help government officials more effectively manage social networks, so as to achieve the goal of establishing a good image.