Study On Chinese Government's Image In New Media Environment

Government's image is a kind of important invisible resource. In New Media environment represented by Internet, government is actively using the platform to enhance communication with the public, for example, establishing government websites, opening official micro blog. Nevertheless, due to complex influences of New Media's characteristics, the government's ideas and behaviors and other factors, Chinese government's image is still unsatisfactory. Therefore, it's necessary to study on how to create a good image of the government in New Media environment.The paper, starting from basic concepts of government's image, analyses the evolution and actualities of government's image in the eyes of law and media. By describing challenges New Media brought to the government, I analyses Chinese government's image's deficiency and the reasons, besides, I use strategies of Western countries (represented by USA) for reference on how to set good image, and put forward specific measures, including institutionalize Information Publicity, improve officials'media literacy actively, innovate the way of propaganda, perfect network monitoring, etc, hoping to guide the Chinese government image-building, improve government's image.