The Image Of The Government Reflected By GOV.CN And USA.GOV

In the present world , almost nothing is not impacted by the internet. A lot of new things have been born by internet combining with traditional industries, such as e-government. The official website is the core and the most important part of e-government .The official websites transmits information and service to the public. At the same time, it also shows to the public image of the government which is open or conservative, democracy or autocratic, transparent or mysterious. And the official web portal of the central government can display the image of the entire country (the image of the government).This paper takes the official web portal of the central government--gov.cn and usa.gov as the primary study object , compares and studies the domestic communication and the foreign communication. The domestic communication mainly divides the home page of the official web portal into government information, service, Interactive communication etc, based on the setting of Chinese official website. The foreign communication includes the service content which specifically targets for foreign visitors and whose mother tongue is not Chinese.This paper shows the different government image by comparative study the column setting and the contents . In general, gov.cn expresses a kind of government image which is authoritative , regards form as superior to action , transparency upgraded constantly, awareness of service become stronger .And usa.gov expresses a kind of government image which awareness of service is strong and put the service into practice.By comparative study , The Chinese government needs strengthen the following development :the first is content ,the second is interactive communication, the third is web service.