随着政务微博的发展,其影响力也成为考察的重点,然现有研究多关注其在微博平台上的表现,而忽略其跨媒体传播的情况。基于再媒介化理论,以《新民晚报》为例,分析了传统主流报纸对政务微博再媒介化的特点,评估了政务微博的跨媒体传播情况,并讨论了当前政治传播的特点。发现政务微博在传统媒体上确有着与其在微博平台上不一样的表现,传统主流媒体的再媒介化也应成为观察政务微博影响力的重要方面,我国传统主流媒体虽受到微博等社交媒体的影响,但依然保留着自己的媒体逻辑,我国政治传播是一种媒体间化的传播,因此为适应新媒体环境的需要,建立媒体间化的跨媒体传播策略就成为打造“可沟通政府”的关键。 With the development of government micro-blogging, its influence has also become the focus of investigation. However, most of the existing researches pay more attention to its performance on the microblogging platform while ignoring its cross-media communication. Based on the remediatization theory, taking Xinmin Evening News as an example, this paper analyzes the characteristics of the traditional mainstream newspapers’ remediatization of the government micro-blog, evaluates the cross media dissemination of the government microblog, and discusses the characteristics of the current political communication. Found that the government microblogging in the traditional media does have its performance on the microblogging platform is not the same, the traditional media should also be re-media to observe the impact of the administration of microblogging an important aspect of our traditional mainstream media, although subject to Weibo Social media, but still retains its own logic of the media, our political communication is a media-based communication, so to meet the needs of the new media environment, the establishment of media-oriented cross-media communication strategy to create Communicate the government "the key.