Pudong New Area Government Image Dissemination Of Empirical Research

By theoretical and quantificational approach, this thesis focuses on the communication of government's image. Under the framework of mass communication, personal communication, organizational communication, the study was mainly conducted on the practice of governmental communication of Shanghai Pudong New Area in a quantificational way, which reveals the basic facts of current governmental image of Pudong via a mass computational analysis. Based on the quantificational study, this thesis, as the first attempts in China, tries to frame a new model forcommunication of government image—A dynamic framework of the formation of thegovernment's image. That is, it's the development of society and economy which drives the effective communication of the government's image and all the interaction between the audience and the government happened in a field of convergent and dynamic public opinion. By the quantificational analysis of the five basic elements of the communication process and the study of the practice of Pudong, this thesis takes efforts to construct a proposed strategy for the communication of the government's image .A large scale field study was carried out to investigate the current composition of government image of Pudong. Based on a thorough review on the practice and documents/publications of the local government, a special sampling method was devised to collect and calculate statistics of current image composition. Findings show that all the three groups of samples (i.e. ordinary residents, foreign residents, enterprise representatives) describes Pudong's government as "modern ", "professional", "effective "and "friendly ".The image of government is an essential part of organizational communication, yet researches so far mostly start from the theory of government and construct the theoretical framework of communication of the government's image. This research of a local government's image is considered in the thesis as a breakthrough of communication research in China, and it is through the combination of theoretical and quantificational way that we can find the logical framework of the communication of the government's image. Therefore, this thesis takes Shanghai Pudong New Area, which is still undergoing the rapid urbanization and industrialization, as the research object and seeks the process and principles between the communication of the government and the mass communication, personal communication, organizational communication in a synthetic way .Modern society is a society with a characteristic of medianization , It is obvious that media exert an essential effect in the process of the communication of government's image. Furthermore, personal communication and organizational communication play a significant role in the process of diffusion of the government's image, too. This thesis analyses the relationship between the communication of the government's image and the communication structure to find out interacting framework of the government's image and the mass communication. Moreover , this thesis analyses the relationship between the communication of the government's image and personal communication ,organizational communication in a synthetic way.This study of communication of the image of government is the first one in China to be carried out in a quantificational way.To look at the communication of government's image is not just to survey on the surface. We need to find out what factors that are the driving force of the communication of the image of government? Supported by a large databank , this thesis attempts to find out the dynamics structure of the communication of the government's image through analyzing the internal structure of the data .This thesis considers the development of society and economy as the real dynamics of the communication of the government's image .The interaction between the government's image and the audience completed in a field of convergent, dynamic public opinion, which is called the dynamics of communication of government's image temporarily.This dynamic view on communication of government image is the original of the candidate derived from his long time observation and thinking in the field. The general model of dynamic communication of government images is presented in this thesis. It embodies two processes that are driven differently by either the government or the audience. By this principle, four elements play interactively to form a dynamic field of public opinions. They are the Driving Force, the Government as distributor, the audience as receiver and the government image as product. Namely, the driving force refers to economic and social development, the government image refers to the product of constant interactive communication between the distributor and the audience under certain social background, and the whole model can be referred to as a dynamic field of communication.Besides, this thesis also offers a proposed strategy solution to deal with the communication of government images in Pudong. Based on the quantificational data and the structure of the dynamic field, this thesis puts forward a series of measures for effective communication of government's image, which call for applications of a monitoring system, an analyzing system, an information management system and a system of expert consultancy .