The Research On Government Image Communication In The Field Of Microblog

Under the background of the period of social transition and the rise of public microblog, the image communication of Chinese government encounters unprecedented impact and challenge. The topic, which is about how government should deal with the image communication crisis in microblog field, has aroused great concern from government and scholars. This research investigates the multiple words practice of the government in dealing with the image communication crisis in microblog field as a starting point, trying to view the words practice of various microblog types in the aspects of government affairs, public officers and media by combining the discourse theory and case analysis method. It discusses how government discourse should face the game of public words, so as to realize the communication of positive government image.The logic starting point of this passage is the renovation of media technology and the appearance of the microblog platform. Microblog quickly becomes the most active platform for the public information publishing, speech and the emotion releasing with the characteristics of equal settlement, convenient release and fission communication. The reason why the appearance of microblog has a great impact and influence on the image communication of Chinese government is the change of the "public" factor in the government image communication system. With the help of the discourse empowerment microblog gives, the public breaks through the discourse monopoly of the traditional media, forming the discourse field of the public self-diffusing and echoing with the dominant propagating discourse field of the government. In the discourse field of the public self-diffusing, the traditional words system of government image communication is already declining, which results in the division and confrontation situation of the public words field and the government discourse field. The public words competes with the government discourse, challenging the existing rules of government image communication, which brings unprecedented crisis for the image communication of Chinese government.Faced with the rise of public microblog and the game of public words, how government should realize the transition of the words structure through promoting the microblog practice of governmental agencies, public officers and media in the microblog field is the focus of this thesis. The essay combines discourse research with the study of government image communication. It follows a discourse analysis path from text to discursive practice, to social practice, and deeply analyzes how the transformation of three discourses of microblog reshapes self-identity and social relations and thus improves government image. The government affairs microblog promotes openness in government affairs through the transformation from secret discourse to public discourse, and builds up and propagates a government image with transparent administration; communicates and negotiates with the public through the transformation from allocution discourse to negotiation discourse, and establishes a government image with democratic administration. Through microblog speech of private discourse and civic discourse, public officials' microblogs eliminate the stereotypes that governmental public officials give to the public, and build up a new discourse image. As the "contact points" of government image communication, the transformation of public officials' discourse plays an important role in promoting government image communication. That the media enter microblog partly restores the public functions of the media. The transformation from propaganda discourse to supervision discourse reshapes traditional media's right of speech. Moreover, under the influence of the dual functions of the media, the government is more motivated to explore a proper way to propagate its self-image.In summary, the public make use of the discourse empowerment of microblog, changing China's existing structure of the discourse right, and forming the structure of public words and government discourse gaming with each other, which brings new challenge for the image communication of Chinese government and creates a new chance for the shift in thinking, reforming ideas, optimizing structures, regularizing behavior and building image at the same time. The government promotes some projects, such as government affairs microblog, to improve the social transparency and widen the public participation in the politics, and let the interaction between the government power and social power be more frequent, which is the new power of promoting the democratic political reform and government image communication. Although microblog is only a one-inch virtual interface, public can judge the purpose, attitude and image of government departments from their discourse structure by learning what and how government microblog says. As a result, practicing the multiple discourse structure transition which this passage discusses is the only way which must be passed so as to realize good image communication in microblog field. Of course, it's the beginning of the practice in the microblog field and there are more problems than achievement. However, microblog is the parade ground of the government function transition, and the test field of government image communication transition. The prospect for the future is worth our expectation.