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政务微博:“卖萌”vs“官话” [Copy link] 中文

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Post time 2012-9-19 17:20:16 |Display all floors
微博上的淘宝体(Taobao style)、凡客体、甄嬛体层出不穷。如今,一些政府机构的官方微博也常常会采用这种口语化的网络语言,受到网友追捧。



“Qin (Dear friend), will you stay at home and go shopping online this weekend? Qinmen (dear friends), you should guard the safety of your online accounts and develop good habits. We’ve summarized nine points of advice for you. Have a happy weekend online shopping.”
“周末,宅在家里的亲有木有上网淘宝贝呢?网络银行使用,安全性需要引起亲们的警惕,正确使用网银,免受财产损失,需要亲养成良好的习惯,我们为亲总结了九条使用网银需要养成的良好安全习惯 ,祝亲周末网购愉快、顺利!”

Does the lively tone sound familiar? It is not an advertisement for an online mall. Instead, it is a reminder from Ping’an Beijing, the official micro blog of Beijing Municipal Public Security Bureau.
这活泼的语气听上去是不是很熟悉?这并不是网上商城的广告,而是由北京市公安局官方微博“平安北京”发布的一个提示。

The micro blog, which carries information about public safety issues and offers helpful tips, topped the list of the top 10 government-run micro blogs on Sina Weibo in 2011.
该微博经常会发布一些公共安全信息并提供温馨贴士,位列2011年度政务机构微博榜单之首。

It was composed by Zhao Feng, who’s in charge of the micro blog and eight colleagues on his team. Many of them are university grads in their early 20s.
这条微博的发布者赵峰,同时负责微博及微博团队里8名同事的管理工作。他们大都是二十出头的大学毕业生。

The team works in shifts to release information and reply to questions around the clock.
团队成员24小时轮流值班,发布信息并回复问题。

Government agencies have been encouraged to use micro blogs to better engage with the public. New jobs as government micro blog account operators have emerged. You don’t require a specific major or degree.
在多方面的鼓励下,政务部门开始使用微博,以便更好地与公众交流。同时也催生出“政府微博账户管理员”等一系列新的工作岗位。对此,并不要求特定专业或学历。

However industry experts say that the seemingly simple job requires more skills than one would imagine - good writing and Internet skills are not enough.
而业内专家则表示,这份工作看似简单,但对于技能的要求却要比人们想象的要高——仅凭良好的写作能力和网络技能是不够的。

Cao Guowei, CEO of Sina.com said that government micro blogs have a relaxed tone.
新浪网CEO曹国伟表示,很多政府官方微博都采用了一种轻松的语气。

“An operator should not only know how to disseminate authorized information in a timely manner, but also be innovative and easygoing,” said Cao.
“微博管理员不仅要知道如何及时发布权威信息,创新和亲民更是一个都不能少。”曹国伟说。

Choosing the right words and correct angle when an incident happens is important and difficult, says Wang Sixin, a law professor at the Communication University of China.
中国传媒大学法学院教授王四新表示:当某一事件发生时,选择恰当的措辞与正确的视角十分重要,也绝非易事。

While government spokesmen maintain an official tone, micro blogs have to be “user-friendly”, entertaining and informative. “You musn’t talk down to people,” said Zhao, whose team use everyday, colloquial language.
政府发言人要保持官方口吻,而微博则需“亲民”,兼具娱乐性与信息性。“不要高人一等地对人们说话。”赵峰说。他的微博团队使用的都是日常口语。

Zhao and his team deal with all sorts of questions, from how to find a lost relative, to how to feed a dog. They have to be tolerant of criticism and have never deleted any comment.
赵峰和他的团队每天处理着各种各样的网友提问,从如何找到失散亲人,到怎样喂狗。他们必须得容忍批评的声音,因此从未删除过任何一条评论。

Besides Taobao style, micro blog writing styles such as VANCL are common on government blogs to attract reposts or comments.
为吸引更多网友的转发和评论,除淘宝体之外,政府官方微博也经常使用诸如凡客体这样的微博文体。

Xiamen Local Taxation Bureau’s account adopted the tone of TV drama Legend of Zhen Huan to gain clicks.
厦门地税局官方微博则采用“甄嬛体”来获得点击量。

A post said: “Many things could not be clearly explained within 140 words. All Xiaozhu (an address for concubines), please keep our site in mind. It’ll be super if you pay us a visit now and then.”
一条微博这样写道:“如此这般婉约道来,断然不是140字能说得清楚的。还是直接给个链接吧,请各位小主到咱们网站探探便知一二了。”

While creativity is sought by both followers and operators, experts and career advisors say that it is improper to use shocking or bad language.
尽管粉丝与博主们都在追求新意,但有关专家和职业顾问则表示,不宜使用雷人的语言或粗话。

Zhu Huaxin, secretary-general of the People’s Daily Online Public Opinion Monitoring Center, advised operators not to go over the top. Operators have to be accurate and avoid jumping to conclusions. “You should use colloquial language but avoid being glib,” he said.
人民网舆情监测室秘书长祝华新建议,微博管理者们不能太过火,必须叙述准确,也应避免妄下结论。他说:“你应该使用口语化语言,但要避免肤浅的油腔滑调。”

来源:21英语网




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