微博作为社会化新媒体的出现,以其革命性的“在场主义”颠覆了传媒的位次,世界迅速趋向于更为纵深的开放和更为立体的多元。同时,政务微博这一新兴社会化媒体本身尚属新生事物,在发展过程中也存在一些问题。笔者借助对政务微博发展实践中的实证分析、实践观察和相关资料研究,对政务微博新闻发言人制度的背景、挑战因素,以及推行政务微博新闻发言人制度的必要性和可行性进行了探讨分析。 As a new type of socialized new media, microblogging has subverted the rank of media with its revolutionary “presenceism ” and the world has tended to be more open-minded and more multi-dimensional. At the same time, the emerging government social microblogging social media itself is still a new thing, there are some problems in the development process. Based on the empirical analysis, practice observation and related data research in the development of government micro-blog, the author analyzes the background, challenge factors and the necessity and feasibility of implementing microblog news spokesman system To explore the analysis.