The Study On The Position And Orientation Of Government Image

With the deepening of reform and opening-up and development of economy and society, the construction of a government image draws more and more attention and emphasis from both the political circles and academia day by day. The governments at all levels all hope to build a good image in the public so as to receive abundant trust and support from the public and thus increase the government's authoritativeness and cohesiveness. Good government images are all important resource and invisible wealth for the subject and object of governmental public relations. Governmental public relations takes charge of exchanging and communicating with the public and the foreign, its key content is to build good government images. The judging standards of government image are different because of the discrepancy between the subjects of the judgment. In the transition period of our country's society, the government and the public, being the subject and the object of governmental public relations, have divarication on the position and orientation of a good government image due to the conflict of the interests. This thesis conducts an analysis of the phenomena of divarication and proposes possible tactics in terms of governmental public relations so as to help governmental public relations foster a better government image. The full text is divided into five parts.The first part :prelude.The second part briefly introduces the relevant concepts of governmental public relations and government image, elaborates the relations between them and the public relations' optimizing function on government image. It points out the importance and necessity of building a good government image at the present stage, and makes clear the urgency of building governmental image and the value of governmental image studies.The third part points out the questions that appeared in the course of building a good government image, which concentrate on three respects mainly: problem of government's self-perception, the disparity between government images, and obscurity of government image with the city image. Among them, the question of disparity between government images lies in three kinds: first, the disparity between government's self-designed image and the real image; second, the disparity between government's self-designed image and the expected type of the public; third, the disparity between government's real image and the expected one of the public. This part has enumerated the cases of government's image-building and numerous social concerns appeared in recent years and explained the respective positions and orientations of the government and the public on government's image-building and the focus of disparity.The fourth part analyzes the very crux of the questions in good government's image-building. Corresponding to the question that the second part proposes, this part analyzes the reasons from three levels: Immediate causes, in-depth reasons and fundamental reasons. The analysis of immediate cause is mainly to analyze the question existing in the public relations which serves as the means of government's image building, mainly including principle matter of public relations , public orientation question, the type question , and the realization of the goal of public relations; in-depth reason includes the issues of orientation question, government interests and public interests issue , the loss of government's responsibility, role of government, mainly; The fundamental reason includes the question of the idea-understanding and specific system questions. The intention is to seek the reason of government's orientation problem through the analysis of the reasons of three levels.The fifth part, in light of the reasons that influence the building of a good government image, proposes the relevant countermeasures. Due to the strong interdependence and diversionary nature existing between government's interests and the public interests, appropriate measures need to be taken to eliminate the negative influences from the conflicts of two kinds of interests so as to make ideas of the subject and object of governmental public relations coherent concerning the position and orientation of a good government image. This part, based on the characteristic of transition period of the society, and starting from the idea-understanding and specific system questions puts forward the tactics of building a good government image so as to give play to governmental public relations in the role of building a good government's image.