政府宣传微博是传统政府宣传工作的新运用,也是中国政务微博中的重要一支。然而,处于相同的大环境下,不同城市的宣传微博却拥有迥异的影响力。为了解释这一差距,本文用内容分析法,从信息来源、栏目安排、议题设置等方面比较了影响力上相差较大的“@上海发布”与“@天津发布”。我们发现,虽同属发布型微博,“@上海发布”信息源更多来自于政府部门和公共机构,栏目设置更便民,突发事件报道更为及时。主要原因是两个政府对政务微博的重视程度和管理理念的差别。同时,突发事件也一定程度推动了政务微博的发展。 Government propaganda Weibo is a new application of traditional government propaganda work and an important one in China’s government micro-blog. However, in the same environment, the publicity weibo in different cities has a very different influence. In order to explain this gap, this article uses the content analysis method to compare the influential differences in terms of sources of information, part arrangement, issue setting and other aspects of “Shanghai release” and “Tianjin release.” We found that, although both belong to the published microblogging, “@ Shanghai release ” source more from the government departments and public agencies, columns set more convenient and timely reporting of emergencies. The main reason is the difference between the two governments’ emphasis on the government micro-blog and the management concept. At the same time, unexpected events have also promoted the development of government microblogging to a certain extent.