The microblog (Chinese version of Twitter) has become a prominent platform for the public debate of political issues, but has for a long time been missing one important element: Chinese officials.
According to media reports, around 1,300 Chinese public officials have opened personal microblogs, a tiny number compared with the 65 million Chinese who count themselves as active bloggers.
Now, Chinese officials are catching up in the frontline of the battle for public opinion. It is reported that microblogging has been included in the training courses of party schools in many provinces. The objective is clear: to improve governance through better interaction with the public.
This is a positive development, as governments of different levels seek more effective channels to deal with public opinion.
Listening to the public is not something that Chinese officials have always been good at. While new technology has quickly altered the landscape of public discourse in China, officials still stick to the rigid system of official propaganda that is sorely lacking when it comes to efficiently delivering their message to the public. Meanwhile, the enthusiasm for public expression and participation in political affairs has reached an unprecedented level, and is seeking ways to influence policymaking.
The mismatch between the two has been harmful to government credibility. The lack of effective dialogue and misguided public opinion have put great pressure on the administration at a time of public crisis.
Even more urgently, microblogs today are being used by a small number of opinion formers who are seeking to dominate public opinion and further influence the public agenda. The voice from officials themselves is thus crucial in balancing the now tilted opinions of microblogs.
There is no reason for officials to give up their positions in the microblog world. However, many could be forgiven for thinking public officials' microblogs will become just another tool to burnish their image. Previous fads that saw officials blogging and government agencies keeping websites have not succeeded in connecting the public and governments.
In the microblog world, officials need to be prepared for the fact that there is no room for stereotyped official jargon. Microbloggers expect direct and sincere input from officials. A dodging and bureaucratic tone will only be abandoned by netizens.