政府传播是指政府利用大众传播媒介进行的信息传播。微博的出现丰富了政府传播的渠道和形式,也带来了问题和挑战。第一大挑战:微博改变传播路径,对政府主流媒体的传播力带来挑战技术的革新导致媒介的革命,新的媒介则造就新的信息环境。随着媒介技术的不断发展,人类生产、生活的信息环境发生了巨大变化。微博以其特有的即时性、便捷性、丰富性,颠覆了传统大众传媒下的传播理论,成为公 Government communication means the government uses the mass media for information dissemination. The emergence of Weibo has enriched the channels and forms of government communication and brought about problems and challenges. The first major challenge: Weibo change the path of transmission, the mainstream media spread of the government has brought challenges Technology innovation leads to the media revolution, the new media is to create a new information environment. With the continuous development of media technology, the information environment of human production and living has undergone tremendous changes. Microblog with its unique real-time, convenience, richness, subvert the traditional mass media, communication theory, become a public