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China News Service: Online Public Opinion Influenced by Microblogging

The Public Opinion Research Lab of Shanghai at Jiao Tong University recently released a report that indicated that microblogging, as a new communication channel, is having an impact in influencing public opinion. The report took a look at the hot topics of the top 20 websites in the third quarter of 2010 and analyzed the coping abilities of local governments, companies, and individuals. Indexes included communication speed, communication skills, and communication effectiveness. The research showed that microblogging is becoming an effective channel for companies and individuals to provide information. In some instances, microblogging played a very important role in spreading messages. The report also found that government agencies were weak in terms of controlling communication and releasing information during crises.

Source: China News Service, October 20, 2010