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如今的大众传媒进入了“小众传播”时代。更具体的受众分析,更清晰的受众定位,使得大众传媒更注重受众需求与传播效果。这是世界传媒的发展趋势,也是以人为本的科学发展观自“十八大”以来在传媒领域的体现。近年来,政务微博已成为政府公开政务、引导舆论的重要形式,政务微博同样不能忽略这种趋势。本文以徐州发布为例,分析其运营中的受众主体策略,以期探寻规律,更好地服务人民。
Today’s mass media has entered an era of “minority communication.” More specific audience analysis, a more clear audience positioning, making the mass media pay more attention to audience needs and dissemination of results. This is the development trend of the world media and also a manifestation of the people-oriented scientific concept of development in the field of media since the 18th National Congress of the Communist Party of China. In recent years, the government microblogging has become an important form of government public administration and public opinion guidance. Weibo microblogging can not ignore this trend. Taking Xuzhou as an example, this article analyzes the main audience strategy in its operation, in order to explore the law and serve the people better.