关键词: 政策传播, 政务新媒体, 垃圾分类政策, 融媒体

Abstract: The prosperity of government social media has brought opportunities for public policy communication in China. The case of "Garbage Sorting Policy" in Shanghai is a very good example. This study shows that, at different stages of policy process, government uses various media forms to carry out policies, maintain a rhythmic information issue and is committed to diversifying policy topics. In policy communication practices, government social media has promoted an all-media tendency, which framed themselves professionally and diversely. Buzzwords in cyberspace are actively adopted by government to interpret policy intentions. Participations and public services are invited into government social media for good policy communication. Under the tendency of mobile communication, functionalization, visualization, deep professionalization, productization, and multiple interactions will collectively facilitate policy communication via government social media.

Key words: policy communication, government social media, Garbage Sorting Policy, convergence media